Snickers: Making the world your creative department

This case study demonstrates how Snickers, the chocolate bar, employed a universal idea at the centre of its strategy and now benefits from public adoption around the world.

Snickers: Making the world your creative department

Will Whalley and Alex Lewis

Campaign details

Client: Mars ConfectionaryAgency: AMVBBDOBrand: Snickers

Everyone gets the Snickers 'You're Not You When You're Hungry' (YNY) idea.

It's so simple.

People aren't themselves when they are hungry, and need a satisfying bar to get them back to being themselves again.

Where's the cleverness in that? Surely not an insight worthy of winning an APG award?

This paper seeks to demonstrate how simple can in fact be incredibly useful. That there is great power in an idea simple enough for everyone to...

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