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Writer's pictureNour Alhamwi

Campaign Growth Over the Years: Exploring the Evolution of Snickers' "You're Not You When You're Hungry"

Introduction

In the dynamic world of advertising, few campaigns have achieved the iconic status and enduring success of Snickers' "You're Not You When You're Hungry." Launched in 2010, this campaign not only revitalized Snickers' brand image but also significantly boosted its global sales and market presence. With a clever blend of humor, relatable insights, and star-studded endorsements, the campaign has become a textbook example of effective marketing.


Snickers Campaign Growth Over the Years

This case study delves into the story behind the campaign, tracing its development, strategic execution, and remarkable growth over the years. From its unforgettable debut with Betty White at the Super Bowl to its innovative digital engagements and global adaptations, we explore how Snickers managed to capture the hearts and minds of consumers worldwide. Additionally, we'll examine the lessons marketers can learn from Snickers' success, providing valuable insights for crafting impactful and memorable advertising campaigns.

Join us as we unravel the journey of "You're Not You When You're Hungry," a campaign that turned a simple truth about hunger into a global phenomenon, redefining the way we think about snacking and advertising alike.


Snickers Campaign Growth Over the Years

2010: The Launch and Immediate Impact

Initial Advertisement: Betty White Super Bowl Commercial

  • Concept: The launch advertisement featured Betty White playing a rough game of football, where she gets tackled and acts irritable, only to transform back into a young man after eating a Snickers bar.

  • Celebrity: Betty White

  • Impact: Aired during Super Bowl XLIV, it became an instant hit, setting the tone for the campaign with humor and relatability. This ad alone contributed to a 15.9% increase in Snickers' global sales in the first year.

Subsequent Ads:

  • Joe Pesci and Don Rickles Commercial: Joe Pesci playing an angry, irritable version of a young man at a party, who transforms back to normal after eating a Snickers bar.

  • Impact: These ads reinforced the campaign’s message and showcased the versatility of the central idea.


2011-2012: Expansion and Diversification

Further Integration of Celebrities:

  • Aretha Franklin and Liza Minnelli Commercial: This ad featured Aretha Franklin and Liza Minnelli in a car trip scenario, further driving home the humor of hunger-induced personality changes.

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