Snickers, a popular peanut butter candy bar, faced declining market share and a lack of brand differentiation in 2010. To address this challenge, the brand launched the “You’re not you when you’re hungry” campaign, aiming to establish Snickers as a unique solution to hangry behavior. The campaign targeted young adults initially but resonated with a broader demographic. The core message of the campaign was “You’re not you when you’re hungry.” Snickers used television commercials, social media, experiential marketing, and partnerships as channels to amplify their message. The campaign emphasized authenticity, humor, cultural relevance, and consistency to build trust with consumers. The outcomes of the campaign were significant sales growth and cultural impact. Snickers’ success can be attributed to tapping into universal truths, the power of humor, and multi-channel marketing.
Key Takeaways:
- Snickers’ “You’re not you when you’re hungry” campaign revitalized the brand’s market presence and achieved significant sales growth.
- The campaign targeted young adults initially but successfully resonated with a broader demographic.
- Authenticity, humor, cultural relevance, and multi-channel marketing were key elements of the campaign’s success.
- Snickers’ case study offers valuable insights for marketers looking to create enduring campaign successes.
- The campaign’s impact extended beyond advertising, entering the cultural lexicon with the term “hangry” and receiving multiple awards.
Continue reading to learn about the objectives, target audience, messaging, channels, execution, outcomes, and key lessons of Snickers’ successful marketing strategy.
Objectives of the Campaign
The “You’re not you when you’re hungry” campaign by Snickers had four main objectives: brand differentiation, consumer connection, sales growth, and cultural impact. These objectives were strategically designed to position Snickers as a unique solution to hunger-induced personality shifts and forge a strong emotional bond with the target market.
The first objective, brand differentiation, aimed to break through the clutter in the candy bar market and establish Snickers as a standout brand. By highlighting the relatable experience of personality changes caused by hunger, Snickers aimed to offer a distinct solution that sets it apart from competitors.
The second objective, consumer connection, focused on tapping into the target market’s emotions and creating an empathetic bond. By understanding and addressing the frustration and amusement of hunger-induced personality changes, Snickers sought to connect with consumers on a deep level and become the go-to choice when hunger strikes.
The third objective, sales growth, aimed to drive a significant increase in Snickers’ market share. Through effective promotion strategies and targeted marketing campaigns, Snickers aimed to attract new customers and increase its share of the candy bar market.
The last objective, cultural impact, aimed to go beyond advertising and establish Snickers as a cultural icon. By creating memorable and relatable content, Snickers sought to embed the campaign into popular culture and secure a lasting place in the cultural lexicon.
Through the careful implementation of these objectives, Snickers aimed to achieve long-term success, solidify its brand positioning, and stay at the forefront of consumers’ minds when it comes to satisfying their hunger for a delicious candy bar.
| Objective | Description |
|---|---|
| Brand Differentiation | Break through candy bar noise and establish Snickers as a unique solution to hunger-induced personality shifts |
| Consumer Connection | Create an emotional bond by tapping into the relatable experience of personality changes caused by hunger |
| Sales Growth | Drive significant market share growth through effective promotion strategies and targeted marketing campaigns |
| Cultural Impact | Go beyond advertising to become a cultural icon and secure a lasting place in the cultural lexicon |
Target Audience
Snickers’ “You’re not you when you’re hungry” campaign initially targeted young adults, primarily men aged 18-35. However, the campaign quickly gained traction with a much broader demographic. The relatable humor and universal message connected with women, families, and even older audiences, expanding its appeal and reach.
The campaign focused on showcasing the frustrations and amusements of unexpected personality changes caused by hunger, resonating deeply with audiences of all ages and backgrounds. This relatability and emotional connection created a strong bond between Snickers and its target audience.
To better understand the target market analysis of Snickers, let’s take a look at some key demographic and psychographic factors:
| Demographic Factors | Psychographic Factors |
|---|---|
| Men and women | Identifies as “hangry” or experiences hunger-induced personality changes |
| Primarily aged 18-35 | Values humor and relatable experiences |
| Varied income levels | Seeks convenient and satisfying snack options |
| Various ethnic backgrounds | Appreciates humor, entertainment, and culturally relevant content |
This target market analysis indicates Snickers’ ability to appeal to a wide range of individuals who identify with the campaign’s core message. By addressing the universal experience of “hanger” through relatable humor, Snickers effectively established a connection with its target audience and solidified its brand positioning.
Messaging
The core message of the “You’re not you when you’re hungry” campaign was succinct yet impactful: “You’re not you when you’re hungry.” This simple line captured the frustration and amusement surrounding hunger-induced personality changes, instantly resonating with audiences on a personal level. The campaign’s messaging emphasized the relatability of the experience and positioned Snickers as the solution to the universal problem of “hangry” behavior.
This message strikes a chord with consumers who can identify with the negative impact hunger can have on their mood and personality. By highlighting this relatable experience, Snickers successfully positions its product as the go-to solution to curb hunger and prevent the subsequent change in behavior. The campaign cleverly uses humor to address this issue and make it memorable, creating a lasting imprint in the minds of consumers.
The Power of Relatability
The “You’re not you when you’re hungry” campaign taps into a common human experience that transcends age, gender, and cultural background. Everyone can relate to the feeling of being hungry and the subsequent frustration it can cause. Snickers leverages this relatability to connect with its target audience on an emotional level, resonating deeply with their personal experiences.
By positioning Snickers as the solution to the problem of “hangry” behavior, the campaign addresses a universal need for a quick, satisfying snack. The messaging effectively communicates that Snickers is not just a candy bar, but a remedy for hunger-induced mood swings and personality changes. This unique positioning sets Snickers apart from its competitors and establishes a strong brand presence in the market.
Consistency in Messaging
Throughout the “You’re not you when you’re hungry” campaign, Snickers maintains consistency in its messaging. The core concept of the campaign is consistently reinforced across various touchpoints, including television commercials, social media posts, and experiential marketing events. This consistency helps to build brand recognition and reinforce the association between Snickers and resolving hunger-induced behavior changes.
By consistently delivering the message that “You’re not you when you’re hungry,” Snickers ensures that consumers have a clear and memorable understanding of the brand’s positioning. This consistency creates trust and familiarity, making Snickers the top-of-mind choice when consumers experience hunger-induced mood shifts.
| Messaging Strategy | Key Points |
|---|---|
| Relatability | The campaign taps into the universal experience of hunger-induced mood swings, connecting with audiences on an emotional level. |
| Positioning | Snickers is positioned as the solution to “hangry” behavior, establishing itself as the go-to snack that satisfies hunger and prevents negative mood shifts. |
| Consistency | The messaging is consistently reinforced across various channels, creating brand recognition and trust. |
Channels
Snickers implemented a comprehensive multi-channel approach to amplify the message of their highly successful “You’re not you when you’re hungry” campaign.
The heart of the campaign was its impactful television commercials which featured humor, relatable everyday situations, and amusing transformations. These commercials effectively communicated the core message of the campaign while capturing the attention of viewers.
Social media played a crucial role in the campaign’s success by facilitating a two-way conversation with the target audience. Through interactive content and engaging user-generated campaigns, Snickers fostered a deeper connection with consumers, driving further brand engagement and awareness.
Moreover, Snickers employed experiential marketing to create memorable experiences for consumers. They launched innovative stunts and interactive events in public spaces, captivating and entertaining people while effectively showcasing the Snickers brand.
In addition, strategic partnerships with other brands and celebrities were utilized to expand the campaign’s reach and tap into new audiences. By collaborating with well-known figures and aligning with popular brands, Snickers maximized their exposure and increased the campaign’s overall impact.
Through the combination of television, social media, experiential marketing, and partnerships, Snickers showcased their digital marketing approach and leveraged their social media strategy to effectively deliver their messaging and engage with their target audience.
Execution
The success of the Snickers advertising campaign can be attributed to the strategic execution of various tactics. The campaign emphasized authenticity and connected with audiences on a human level through the use of self-deprecating humor. This approach allowed Snickers to create a genuine emotional connection with consumers, making the brand more relatable and memorable.
The advertising team leveraged witty jokes, banter, and slapstick gags to add entertainment value and capture the attention of viewers. By utilizing humor effectively, Snickers was able to engage consumers and leave a lasting impression, effectively differentiating the brand from its competitors.
Snickers recognized the importance of cultural relevance and adapted their ads to reflect current trends, pop culture references, and major social events. This approach ensured that the campaign remained fresh and resonated with consumers across various demographics. Despite these adaptations, the core message of the campaign, “You’re not you when you’re hungry,” remained consistent across all channels, reinforcing brand recognition and building trust with consumers.
The Power of Consistency
Consistency played a vital role in the success of Snickers’ advertising campaign. By maintaining a consistent message across all channels, including television, social media, and experiential marketing, the brand effectively communicated its value proposition to consumers. This consistency also helped reinforce the brand’s identity and fostered a sense of trust among consumers.
Tapping into Cultural Relevance
Snickers recognized the importance of staying culturally relevant in their advertising efforts. By incorporating current trends, pop culture references, and major social events into their ads, Snickers was able to capture the attention of consumers and create a deeper connection with their target audience. This strategy helped the brand remain top-of-mind and ensured that their messaging resonated with consumers in a meaningful way.
Multi-Channel Approach
Snickers utilized a multi-channel approach to reach a broader audience and maximize the impact of their advertising campaign. Television commercials served as the core of the campaign, allowing the brand to reach a wide range of viewers. Social media platforms played a crucial role in fostering engagement and creating a dialogue with consumers through interactive content and user-generated campaigns.
In addition to television and social media, Snickers also employed experiential marketing, such as creative stunts and interactive events, to generate buzz and engage consumers in a memorable way. Furthermore, partnerships with other brands and celebrities expanded Snickers’ reach and allowed them to tap into new audiences.
| Execution Elements | Impact |
|---|---|
| Authenticity and humor | Connected with audiences on a human level and made the brand more relatable |
| Cultural relevance | Adapted ads to reflect current trends, pop culture references, and major social events to stay relevant and resonate with consumers |
| Consistent messaging | Reinforced brand recognition and built trust with consumers |
| Multi-channel approach | Utilized television commercials, social media, experiential marketing, and partnerships to reach a broader audience and maximize campaign impact |
Outcomes
The “You’re not you when you’re hungry” campaign by Snickers had a monumental impact, leading to significant sales growth and cultural recognition. By surpassing their biggest competitor and dominating the entire candy bar category, Snickers proved the success of their marketing strategy. The campaign’s sales growth was 3.1 times higher than before its launch, and global sales increased by 15.9%.
One of the remarkable outcomes of the campaign was the cultural impact it created. The term “hangry,” a combination of hungry and angry, entered the dictionary, attributing Snickers as the catalyst for its popularity. The campaign’s relatable scenarios and catchy phrase became widely referenced and parodied in various media forms, solidifying its position in popular culture.
Furthermore, the “You’re not you when you’re hungry” campaign received numerous industry awards for its creativity, effectiveness, and cultural impact. These accolades recognized the campaign’s ability to captivate audiences and generate brand recognition.
Snickers Sales Growth:
With an innovative marketing approach, Snickers achieved impressive sales growth. The campaign’s success propelled Snickers beyond its biggest competitor, allowing them to secure a leading position in the candy bar market. The sales growth rate after the campaign exceeded all expectations by being 3.1 times higher than before the campaign’s launch.
Snickers Competitor Analysis:
Snickers’ exceptional sales growth outpaced not only their primary competitor but the entire candy bar category. This achievement indicates Snickers’ effectiveness in capturing market share and winning over consumers with their unique campaign approach. By understanding their target audience and employing creative advertising tactics, Snickers differentiated themselves from competitors and dominated the market.
| Outcome | Statistics |
|---|---|
| Sales Growth | 3.1 times higher than before the campaign |
| Global Sales Increase | 15.9% |
Key Lessons
The “You’re not you when you’re hungry” campaign by Snickers provides valuable insights and lessons for marketers looking to create successful marketing strategies. By understanding these key lessons, marketers can improve their brand positioning and competitor analysis.
Tapping into Universal Truths
One of the major lessons from Snickers’ marketing strategy is the importance of tapping into universal truths to connect with a broad audience. The campaign’s message of feeling different when hungry resonated with people from all walks of life. By addressing a relatable experience, Snickers effectively engaged consumers and built a strong connection with their target audience.
The Power of a Concise Message
The simplicity of a concise and memorable message can have a powerful impact on a marketing campaign. Snickers’ “You’re not you when you’re hungry” slogan encapsulated the frustration and amusement surrounding hunger-induced personality changes in just a few words. This concise message allowed consumers to quickly grasp the campaign’s concept and relate it to their own experiences.
The Role of Humor in Engagement
Humor played a crucial role in Snickers’ campaign success. The effective use of humor in their advertisements disarmed and engaged audiences, making the message more memorable and shareable. By injecting humor into their marketing strategy, Snickers created a positive and enjoyable experience for consumers, reinforcing their brand image.
Multi-Channel Marketing for Broad Reach
Another important lesson from Snickers’ campaign is the power of multi-channel marketing. Snickers utilized various channels such as television commercials, social media, and experiential marketing to reach a wide audience. This multi-channel approach allowed them to reinforce their message and increase their overall brand presence. Marketers can learn from Snickers to leverage multiple platforms and channels to maximize reach and engagement.
Staying Culturally Relevant
Staying culturally relevant is a key aspect of any successful marketing strategy. Snickers adapted their advertisements to reflect current trends, pop culture references, and major social events. By doing so, they remained fresh and appealing to their target audience, ensuring their campaign stayed relevant and resonated with consumers.
Consistency Builds Trust and Brand Recognition
Consistency in messaging is essential for building trust and brand recognition. Snickers maintained a consistent core message, “You’re not you when you’re hungry,” throughout their entire campaign. This consistency helped consumers identify and recall the brand, contributing to their increased trust and brand recognition.
Through these key lessons, marketers can enhance their marketing strategies and stay ahead of the competition. By tapping into universal truths, crafting concise messages, utilizing humor, employing multi-channel marketing, staying culturally relevant, and maintaining consistency in messaging, brands can create impactful campaigns that resonate with their target audience and drive success.
Cultural Impact and Awards
The “You’re not you when you’re hungry” campaign by Snickers has transcended the boundaries of advertising, leaving a lasting cultural impact. The campaign introduced the term “hangry” into the dictionary, becoming a recognized phrase that captures the experience of being both hungry and irritable. Snickers’ scenarios featured in the campaign have been referenced and parodied across various media forms, solidifying their place in popular culture.
The creative brilliance and effectiveness of the “You’re not you when you’re hungry” campaign have been acknowledged through numerous prestigious awards. Cannes Lions, one of the most esteemed international advertising festivals, has recognized Snickers’ advertising tactics with multiple awards, celebrating the campaign’s creativity and impact. In addition, the Effie Awards have honored the campaign’s effectiveness, highlighting how it successfully resonated with audiences and achieved tangible results.
Awards and Achievements
| Award | Category | Year |
|---|---|---|
| Cannes Lions | Creative Effectiveness | 2012 |
| Cannes Lions | Film Craft | 2011 |
| Effie Awards | Food & Beverage | 2010 |
| Effie Awards | Integrated Campaign | 2013 |
Conclusion
The success of Snickers’ “You’re not you when you’re hungry” campaign showcases a compelling marketing strategy that has positioned the brand as a leader in the market. By tapping into a universal truth and leveraging humor effectively, Snickers has transformed its brand image and resonated deeply with consumers. The campaign’s authenticity, cultural relevance, and consistency have been key factors in its triumph.
Through its innovative approach, Snickers has demonstrated the power of understanding the frustrations and amusements of unexpected personality changes caused by hunger. This insight allowed the brand to connect emotionally with its target audience and forge a strong bond that extended beyond the advertisement itself.
Furthermore, Snickers’ successful execution across multiple channels, including television commercials, social media, and experiential marketing, has allowed the brand to reach a wide range of consumers and reinforce its messaging effectively. The campaign’s impact goes beyond sales growth, as it has transcended advertising to become a cultural phenomenon, shaping the way people perceive and discuss hunger-induced behavior.
Snickers’ marketing strategy serves as an invaluable case study for marketers aiming to achieve enduring campaign success. By following this blueprint, brands can create campaigns that resonate on a deep level with their target audience and secure their position in the market.
