The ‘You’re not you when you’re hungry’ marketing campaign, by the Snickers team at Mars, celebrates its 12th anniversary this year. Since its launch in 2010, the campaign has won several awards including Cannes Lions, The One Show, D&AD and the Emmys. And as the campaign premise is universal & timeless, it hasn’t needed much change(through time or for different markets) either. But what catalysed the Mars team to develop & launch the ‘You’re not you when you’re hungry’ campaign?
Snickers as a brand had become overly targeted and focussed on a subsection of the male population – young men. The brand used ‘bloke humour’ to focus exclusively on this consumer segment. As a result, they were unable to grow beyond a certain point. However, contrary to their focus, the Mars team wanted Snickers to be a universally loved brand for men.
The team decided to identify a universal human truth that worked across markers and time. This would help them build a global brand. Through customer interviews and research, they discovered that men seek acceptance and membership of the “male pack‟. They found out that when they’re hungry, they’re not themselves which threatens their place in the pack. This insight was consistent with the brand’s heritage, whilst also being relevant to a much broader audience.
The resulting brand idea was, “A proper, nut-filled Snickers sorts out hunger and restores your role in the pack”.
The solution – You’re not you when you’re hungry campaign
And so, the ‘You’re not you when you’re hungry’ campaign was born. The team decided to implement the campaign universally, tweaked for local culture.
- The US was critical for success as the country was Snickers’ number-one market. The team launched the campaign during the 2010 Super Bowl Game , featuring US actress Betty White. The ad topped the Super Bowl favourite ad poll and generated 91 days of media coverage worth $28.6m. Betty White appeared on TV shows such as The Jay Leno Show and Oprah Winfrey Show and the ad was played during each appearance.
- In Australia, “Hungerithm” monitored the mood of the internet and offered discounts from 7-Eleven stores when the internet is “hungry”
- In UK, the team leveraged timely tweets by celebrities that may be attributed to hunger. Once such example relates to Top Gear presenter, Jeremy Clarkson’s infamous dust-up with a BBC producer that generated 5,000 retweets and 390,000 media impressions
Prior to launch of this campaign the Snickers brand growth lagged behind its key competitor and also the category.
By leveraging their insights into their target consumer group and tapping into a universal ‘truth’ to create a compelling campaign, the Snickers team at Mars was able to grow the brand by 15.9%. As a result, Snickers is significantly ahead of its closest competitor and the category itself.