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.

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.

• Richard Lewis and Roseanne Barr Commercial: Featuring Richard Lewis and Roseanne Barr, this ad aired during Super Bowl XLV and continued to build on the established theme.

Global Adaptations:

• Localization: The campaign was adapted for various international markets, incorporating local celebrities and cultural references while maintaining the core message.

Digital and Social Media Push:

• Interactive Elements: Launched the "Snickers Speak" mobile app and social media campaigns encouraging user-generated content, increasing engagement and brand loyalty.

2013-2014: Digital Innovation and Continued Success

Robin Williams and Bobcat Goldthwait Commercial:

• Concept: Featuring Robin Williams and Bobcat Goldthwait in a coaching scenario, the ad played on Williams' manic comedy style, resonating well with audiences.

• Impact: This ad contributed to further sales growth and was particularly popular online.

Digital Innovations:

• Hungerithm Campaign: Introduced in Australia, this campaign adjusted Snickers' prices in real-time based on the mood of the internet, as gauged by social media sentiment. It was a unique blend of digital marketing and real-world sales tactics.

Social Media Challenges:

• #EatASNICKERS: Encouraged users to share their own "You're Not You When You're Hungry" moments, creating a community of engaged consumers and further spreading the campaign message.

2015-2016: New Stars and Fresh Ideas

New Celebrity Ads:

• Steve Buscemi and Danny Trejo Commercial: Featuring Steve Buscemi and Danny Trejo in a "Brady Bunch" themed ad, this commercial aired during Super Bowl XLIX and became a viral hit.

• Willem Dafoe and Eugene Levy Commercial: Another memorable Super Bowl ad featuring Willem Dafoe as Marilyn Monroe and Eugene Levy, which humorously depicted how hunger changes one's personality.

Further Global Reach:

• Localized Campaigns: Continued to adapt and localize ads for different markets, bringing in local celebrities and culturally relevant humor, ensuring the campaign’s relevance across the globe.

Enhanced Digital Presence:

• Interactive Social Media Campaigns: Launched various interactive campaigns, including custom Snapchat filters and Instagram stories, engaging younger demographics effectively.

2017-2018: Sustaining Momentum and Expanding Themes

Expanding Themes:

• Mr. Bean Commercial: Featuring Rowan Atkinson as Mr. Bean, the ad depicted him in a martial arts scenario, further expanding the humorous and universal appeal of the campaign.

• Elton John Commercial: This ad featured Elton John as a rapper who transforms back into a real rapper after eating a Snickers bar, blending music and humor effectively.

Innovative Marketing Strategies:

• Augmented Reality (AR): Introduced AR experiences in collaboration with mobile apps, allowing users to interact with Snickers ads in a novel way.

• Collaborations and Sponsorships: Partnered with sports teams and events, further embedding the campaign into popular culture.

2019-2020: Adaptation to New Media Trends

Adaptation to New Media:

• TikTok Challenges: Leveraged the rise of TikTok with challenges and user-generated content, ensuring the campaign's presence on emerging platforms.

• YouTube Series: Created short web series on YouTube featuring influencers and celebrities experiencing "You're Not You When You're Hungry" moments.

Continued Celebrity Engagement:

• The Brady Bunch Super Bowl Ad: Featured in the 2019 Super Bowl, bringing back the classic theme with a modern twist.

Sustained Relevance:

• Consistent Messaging: Despite changes in media and celebrity endorsements, the core message remained consistent, ensuring that the campaign's central idea continued to resonate with new and existing audiences.

"The most powerful ..." - Marty Neumeier - Unisex Garment-Dyed T-shirt

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Conclusion

The "You're Not You When You're Hungry" campaign by Snickers has demonstrated remarkable growth and adaptability over the years. By continuously evolving its approach, incorporating new celebrities, leveraging digital innovations, and maintaining a consistent and relatable message, Snickers has solidified its position as a leader in the confectionery market. The campaign's success serves as a masterclass in effective, long-term advertising strategy.