Unwrapping the Success of Snickers' Iconic 'You're Not You When You're Hungry' Slogan (2024)

FAQs

How successful was Snickers You're Not You When You're Hungry campaign? ›

“You're Not You When You're Hungry” was one of the most successful advertising campaigns of the past decade. In its first year, sales increased by 15.9%; after a two year period, they increased by $376 million. So, what made this Snickers campaign so good?

The award-winning “You're not you when you're hungry” campaign is created and celebrated.

The Snickers “You're Not You When You're Hungry” slogan has been an integral part of the brand's identity since it was first introduced in 2008. The slogan communicates the idea that when a person is hungry, they are not themselves and need a Snickers bar to help them get back to their normal state.

That's when you'll reach for foods that will deliver an energy boost: high sugar, fast-digesting carbohydrates. These stimulants actually boost dopamine production, so in affect you are self-medicating correctly, although dangerously, because these foods can contribute to weight gain as well as erratic behavior.

"It's so satisfying"

In 1980, Snickers (and Marathon) have run ads which featured a variety of everyday people discussing why they like Snickers. The ads featured a jingle that said "It's so satisfying" and depicted a hand that would open and close showing a handful of peanuts converting to a Snickers bar.

In its first full year, "You're not you when you're hungry" helped increase global sales of Snickers by 15.9% and grew market share in 56 of the 58 markets in which it ran – not bad for an 80-year-old, billion-dollar brand. Here we offer our thoughts on why this campaign has been so successful.

In contrary to most advertisem*nts, this is very truthful marketing. You truly are not your best, truest self when hungry. During my eating disorder, my mood and affect changed drastically. The best way to describe it is that it went 'flat'.

The Hungerithm was a hunger-algorithm based on a 3,000 word lexicon analysing 14,000 social posts every day that monitored the online mood and lowered SNICKERS® prices accordingly at every 7-Eleven in Australia. The angrier the Internet got, the cheaper SNICKERS® became.

Under the eminent candy brand Mars Inc., the Snickers moniker actually traces back to a horse belonging to the founders of the company Ethel and Frank Mars, according to The Sun. 4. The Snickers name traces back to a horse belonging to the founders of the company Ethel and Frank Mars, according to The Sun.

Making hungry people into happy people has become, in many ways, the signature Snickers move. The company's most popular, and most enduring, advertising campaign has featured the slogan “You're not you when you're hungry” for years, and it's been a phenomenal success.

What is the oldest candy? ›

The first candy was used by the Ancient Egyptians for cult purposes. In ancient times, Egyptians, Arabs, and Chinese made candies with fruits and nuts that caramelized with honey. The two oldest candy types are licorice and ginger. The historical roots of licorice are found in the early years of man's appearance.

Snickers and the ad agency BBDO came up with the phrase, "You're not you when you're hungry." What is the key brand message behind Snickers you're not you when you're hungry? The key brand message is that people are not themselves when they are hungry.

Chocolate is not as bad for your teeth as you once thought because chocolate disappears quickly, thanks to the saliva. The saliva prevents the chocolate from lingering on your teeth for a long time. However, it would be best if you consumed creamy chocolate bars like Snickers in moderation.

High calories and sugars

Excess calories can accumulate as fat and cause obesity, heart diseases, etc. As you can see from the table, a Snickers Singles Size Chocolate Candy Bars bar gives 250 calories, i.e., 12.5 percent of the recommended calorie intake.

That comes by way of dopamine. According to the study, when someone eats UPFs they get a spike in dopamine, which makes them feel good.

Snickers realized that they needed to create a lasting memory of their brand in people's minds so that when they go to a shop to buy a snack, they will remember Snickers. What is the message of Snickers advertisem*nt? That people are not themselves when they are hungry.

Now other parts of the world are threatening their own boycott after the brand capitulated to China's “bullying”! Many turning to social media to show their support for an independent Taiwan. “Snickers apologises to China for calling #Taiwan a country. Seriously?

The investment confidence in the brand also increased to 96% from just 25%. In the two years of its launch, the rapid development and increasing local market engagement of the campaign led to the increment of sales by 376$ million and snickers became the world's foremost chocolate bar.