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

Snickers, the chocolate bar brand by Mars Incorporated, launched its You're Not You campaign to appeal to people aged 13-65 across the globe, without alienating its "young guys base", which resulted in increased sales growth and a bigger global market share.

Campaign details

Brand: SnickersClient: MarsAgency: BBDO

Executive Summary

This is a paper about how the relentless pursuit of creative storytelling and rich emotional engagement can entice an audience back to one of the world's most beloved brands.

About how stories of goodness and communion can win out in a world fraught with difficulty and tension.

About acceptance in an increasingly intolerant era, and the beauty and power of friendship to get us through life's travails.

About a humble, everyday product making a real difference in people's lives.


Hang on.

[eats a Snickers]

Sorry, don't...

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