by Carly Graman

Snickers does it right with their “You’re not you when you’re hungry” campaign.  Snickers started their “You’re not you when you’re hungry” campaign in 2010. The first commercial for the campaign ran during Superbowl XLIV. The campaign commercials feature grumpy people portrayed by celebrities in irritating situations. The cure is to eat a Snickers so they aren’t grumpy and hungry. Snickers fixes all their hunger pains. Snickers is sold by Mars Chocolate North America.

The Campaign

The campaign was put in place “to create a unified, compelling global brand identity that would drive Snickers sales and loyalty across diverse international markets, and appeal to men and women of all ages” (Increase Loyalty). The campaign uses the slogans: “You’re not you when you’re hungry” and “Snickers satisfies.” Snickers takes the stance that their candy bar is the solution to all bad tempered, irritable moments that hunger can cause.

The first commercial for the campaign featured Betty White during Super Bowl XLIV. She plays the role of football player who is playing “like a girl” because he is hungry. After eating a Snickers, he is back to himself and ready to keep playing the game. Since then the campaign launched, the brand has had growing success. The campaign is best known for its television commercials. Recent commercials have feature Betty White, Abe Vigoda, Johnny Manziel, Roseanne Barr, Joe Resci, Robin Williams and Danny Trejo.    

Snickers ad

Snickers ProFlower coupon

While the campaign is most famous for its television commercials, in 2013 they gained popularity for their advertisements in magazines. One ad in particular that Snickers ran was for husbands and boyfriends who where were misbehaving. The ad featured a coupon for 20 percent off of a bouquet of flowers from ProFlowers and was redeemable online. ProFlower’s and Snickers partnered together to run the ad before Valentines Day in 2013. The ad appeared in Entertainment Weekly, ESPN magazine, In Touch Weekly, Life & Style Weekly, People and Sports Illustrated. The ad said ““If hunger caused a delayed reaction to ‘Is she prettier than me?,’ use this coupon. But next time, eat a Snickers.” And under the text are the “You’re not you when you’re hungry” and “Snickers satisfies” slogans” (Elliott).

The ad also ran on Snickers Facebook fan page and their twitter.

 

Social Win

The campaign has been highly successful with its use of celebrities and witty ads that save people from the damaging affects of hunger. The campaign went beyond television ads and reached its consumers via all channels. Exceeding target markets, Snickers saw an 8% sales increase in the United States, 17% in Germany, 17.7% in Poland and 15.6% in the Middle East. The campaign started in 2010 with a Super Bowl commercial and has gained popularity since. The Snickers brand recently ran another commercial during the this past Super Bowl.

The campaign does a good job of featuring celebrities and keeping a humorous tone. The brand is trying to bring in other concepts of hunger clouding judgment. The brand is trying to partner with other companies that will feature coupons with their ads. The campaign will have continued success by featuring real stories on their websites of people who used those coupons and make it more interactive with “Snickers Satisfies” stories. The stories could be about how Snickers satisfied their husband’s bad or cranky attitude and turned into a nice act like buying flowers. There is endless material and stories that can be created out of mistakes hunger mad you make.

References

Elliott, S. (2013, February 18). Candy Aims Print Ads at Consumers ‘Hungry’ for Redemption. Retrieved February 7, 2015, from http://www.nytimes.com/2013/02/19/business/media/snickers-aims-print-ads-at-consumers-hungry-for-redemption.html?_r=0

Increase Loyalty (Chocolate). (2012, August 1). Retrieved February 6, 2015, from http://www.warc.com.proxy.library.ohiou.edu/PDFFilesTmp/6e8b3e96-3a6d-4174-a867-d7d98376bf2f.PDF

Maskeroni, A. (2014, October 6). Mr. Bean Is a Hopeless Kung Fu Warrior in the Most Hilarious Snickers ‘You’re Not You’ Ads Yet. Retrieved February 7, 2015, from http://www.adweek.com/adfreak/mr-bean-hopeless-ninja-most-hilarious-snickers-youre-not-you-ads-yet-160586

Snickers. Retrieved February 7, 2015, from http://mediacom.co.uk/en/results/mediacom-case-studies/snickers-youre-not-you-when-youre-hungry.aspx

Snickers reveals Super Bowl ad involving ‘Brady Bunch’ (2015, January 15). Retrieved February 8, 2015, from http://www.wkyc.com/story/sports/nfl/superbowl/2015/01/29/snickers-superbowl-commercial/22530503/