Snickers: You're not you when you're hungry

Mars-owned Snickers was losing market share to other global chocolate confectionery brands. This paper shows how Snickers' big global idea, 'You're not you when you're hungry', delivered creative work that got people talking about the brand.

Snickers: You're not you when you're hungry

Principal author: Alex Lewis, Abbott Mead Vickers BBDOContributing authors: Peter West, Mars; James Miller, Abbott Mead Vickers BBDO

SECTION 1: INTRODUCTION

Creating global advertising ideas is tricky business. More often than not the great global brands of our time have been born out of being great global products rather than big communications ideas. And a quick look at the IPA Effectiveness database would seem to confirm this; only 13 of the 526 winning papers represent global campaigns, and only one of these is a food brand, where the localized...

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