Analysis of Snickers’ “You’re Not You When You’re Hungry” Campaign

Snickers’ “You’re Not You When You’re Hungry” campaign is arguably an iconic part of 2010s pop culture. I’m sure we all (or at least commercial-obsessed people like me) remember ads featuring stars like Elton John, Robin Williams, and Willem Dafoe, who are off their game until they eat a Snickers.

“You’re Not You When You’re Hungry” was one of the most successful advertising campaigns of the past decade. In its first year, sales increased by 15.9%; after a two year period, they increased by $376 million.

So, what made this Snickers campaign so good?

It’s 2008 and Snickers ads are all about the “manly man.” The candy bar market is huge, and every brand is vying to be the one customers reach for before the checkout line. Snickers realized that because so many people eat chocolate, targeting such a niche audience of young men was not working. They needed wide appeal.

Snickers’ goal? Broaden their target audience and create universality.

Snickers already had brand awareness, but what they needed was to “remind” people of the product. From their next campaign, they wanted to be talked about. They wanted fame and notoriety.

What sprouted from these ambitions was “You’re Not You When You’re Hungry.” This idea is a universal human truth everyone can relate to. It tells a story – there are universal aspects of hunger (crankiness, weakness, anger) and when you’re hungry, you can’t be part of the “pack.”

The concept of “You’re Not You When You’re Hungry” can be told in many different ways, giving Snickers flexibility to be creative.

The first advertisement released in the campaign was a hit 2010 Super Bowl commercial, starring none other than comedic legend Betty White. The ad centered around a football game, the plot stemming from the idea that an athlete will play like Betty White when hungry.

When this commercial launched, it was a sensation. It topped the USA Today poll as the number one Super Bowl ad that year and put Betty White back into the cultural conversation as she made media and talk show appearances. The commercial was even referenced on an episode of The Office.

To this day, Snickers’ “You’re Not You When You’re Hungry” is alive and thriving. So, next time you need inspiration for a campaign revamp, look to Snickers.