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

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 When You’re Hungry”, an advertising program for Snickers that was introduced in a 2010 Super Bowl spot. Since then, it has expanded across the globe, and onto nearly every conceivable media channel.

Snickers and BBDO worked together from 1996 to 2006, when the snack brand decided that a change of approach – and, indeed, agency – was needed after a run of creative tightly focusing on young, male shoppers.

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