How Snickers built long-term success with “You’re not you when you’re hungry”

Stephen Whiteside

Snickers’ “You’re not you when you’re hungry” recently celebrated its tenth anniversary, and has yielded enduring success for the candy brand, which is owned by Mars Wrigley.

Betty White takes five steps forwards, shuffles to the left, and is sent sprawling into a puddle of mud by a waist-high tackle more familiar to NFL enthusiasts than fans of an actress closing in on her ninth decade.

So begins the story of “You’re Not You...

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