The Phenomenal Success of Snickers' 'You're Not You When You're Hungry' Campaign: A Case Study
Exploring the Strategies, Impact, and Lessons from Snickers' Iconic Advertising Campaign
Introduction
In the realm of advertising, few campaigns have achieved the iconic status of Snickers' "You're Not You When You're Hungry." Launched in 2010, this campaign has not only become a staple of modern advertising but also significantly boosted Snickers' brand visibility and sales worldwide. This case study explores the development, execution, and impact of the campaign, examining the strategies employed and the lessons that can be gleaned from its success.
Background
Mars, Incorporated and Snickers
Snickers, a product of Mars, Incorporated, has been a beloved candy bar since its introduction in 1930. Known for its combination of nougat, caramel, peanuts, and chocolate, Snickers has consistently been one of the best-selling candy bars globally. However, by the late 2000s, Snickers faced the challenge of reinvigorating its brand to appeal to a new generation of consumers while retaining its loyal customer base.
Campaign Development
The Story Behind the Campaign
The inspiration for the "You're Not You When You're Hungry" campaign came from a simple, relatable insight: hunger can dramatically affect a person's behavior and personality. This idea was born from extensive consumer research conducted by Mars, Incorporated, which revealed that hunger-induced irritability and mood changes were universal experiences. The research aimed to identify a unifying theme that would resonate across diverse demographics and markets.
Mars collaborated with BBDO, a globally renowned advertising agency, to translate this insight into a compelling advertising campaign. BBDO's creative team recognized the potential of humor to effectively communicate the message. By exaggerating the effects of hunger in a humorous way, they aimed to create memorable and engaging content that would appeal to a broad audience.
The creative process involved brainstorming sessions, focus groups, and iterative testing to refine the campaign's concept. The goal was to ensure that the ads were not only entertaining but also conveyed the message that Snickers is the perfect remedy for hunger-induced personality changes. The tagline "You're Not You When You're Hungry" encapsulated this message succinctly and memorably.
Strategy
The campaign's strategy was multifaceted, focusing on several key elements:
Relatability: The idea that hunger can change a person's behavior is universally understood. The campaign leveraged this common experience to create a strong emotional connection with consumers.
Humor: By portraying exaggerated and humorous transformations due to hunger, the campaign entertained viewers while delivering its message effectively.
Celebrity Endorsements: Featuring well-known celebrities in unexpected roles added an element of surprise and increased the campaign's reach.
Consistency: The campaign maintained a consistent message across various media channels, reinforcing the brand's identity and ensuring that the slogan became synonymous with Snickers.
Global Adaptability: The campaign was designed to be easily adaptable for different markets. This involved localizing the ads to incorporate regional humor and cultural references while maintaining the core message.
Integrated Marketing: The campaign utilized an integrated marketing approach, combining traditional media (TV, print, and outdoor advertising) with digital and social media platforms. This ensured broad reach and engagement across multiple touchpoints.
Execution
Iconic Advertisements
The launch advertisement of the campaign featured actor Betty White playing a rough game of football with a group of younger men. She is shown getting tackled to the ground and acting irritable, only to transform back into a young man after eating a Snickers bar. The tagline, "You're Not You When You're Hungry," was introduced at the end. This ad was a massive hit, particularly after it aired during the Super Bowl XLIV, garnering significant attention and praise.
The choice of Betty White was strategic. At the time, she was experiencing a resurgence in popularity due to her witty and charming personality. Casting her in a physically demanding and humorous role created a memorable contrast that resonated with audiences.
Subsequent advertisements continued the theme, featuring other celebrities like Joe Pesci, Robin Williams, Aretha Franklin, Liza Minnelli, and Rowan Atkinson (Mr. Bean) in similarly humorous situations. Each ad maintained the core message, showing how Snickers could quickly remedy the effects of hunger. These ads often depicted the celebrities behaving in ways that were out of character, only to return to their normal selves after eating a Snickers bar.
Digital and Social Media Integration
The campaign extended beyond traditional media, utilizing digital and social media platforms to engage with consumers. Interactive elements, such as personalized "Hungerithm" promotions that adjusted Snickers' prices based on the mood of the internet, and social media challenges, helped maintain consumer interest and participation.
One notable digital activation was the "Snickers Hungerithm" campaign in Australia. This innovative promotion adjusted the price of Snickers bars based on the mood of the internet. When online sentiment was negative, indicating people were "hungry," the price of Snickers dropped in real-time. This clever use of technology and social media not only drove sales but also reinforced the campaign's core message.
The campaign also encouraged user-generated content through social media challenges and hashtags. Consumers were invited to share their own "You're Not You When You're Hungry" moments, with some entries being featured in Snickers' marketing materials. This approach fostered a sense of community and engagement, as consumers felt personally connected to the brand.
Impact and Success
Market Response
The "You're Not You When You're Hungry" campaign had an immediate and lasting impact on Snickers' market performance. Some notable achievements include:
Sales Growth: In the first year of the campaign, Snickers' global sales increased by 15.9%. By 2012, the brand saw a further rise in sales, contributing to its status as the world's best-selling chocolate bar. By 2014, the campaign had helped Snickers achieve a 16% increase in sales and solidify its position as a leading confectionery brand.
Brand Perception: The campaign significantly improved Snickers' brand perception. Consumers began to associate Snickers with a quick and effective solution to hunger, enhancing its value proposition. The campaign also contributed to a shift in perception, positioning Snickers not just as a candy bar but as a functional snack that could help improve one's mood and performance.
Global Reach: The campaign's universal message allowed it to be adapted for various markets worldwide, from the United States to Europe and Asia. Localized versions of the ads maintained the core message while incorporating regional nuances. This adaptability ensured that the campaign resonated with diverse audiences and maximized its global impact.
Popularity and Cultural Impact
The "You're Not You When You're Hungry" campaign quickly became a cultural phenomenon. The ads were widely shared and discussed, becoming part of the popular lexicon. The tagline itself entered everyday conversation, often used to describe someone behaving out of character due to hunger.
The campaign's success was further cemented by its presence during major events such as the Super Bowl. The Super Bowl ads, in particular, received widespread acclaim and generated significant buzz. The Betty White ad was ranked among the best Super Bowl commercials of all time, highlighting the campaign's lasting impact.
The campaign also inspired numerous parodies and references in popular culture, from TV shows and movies to social media memes. This level of cultural penetration is a testament to the campaign's effectiveness and relevance.
Awards and Recognition
The campaign received numerous accolades within the advertising industry, including:
Cannes Lions International Festival of Creativity: Multiple awards across different years, highlighting its creative excellence.
Effie Awards: Recognized for its effectiveness in driving sales and brand performance.
Adweek's Ad of the Year: The Betty White Super Bowl commercial was named Ad of the Year in 2010.
The One Show: Awards for creativity and effectiveness in advertising.
Lessons Learned from Snickers' Campaign Success
Universal Truths: Building a campaign around a universal truth, such as the impact of hunger on behavior, can create strong emotional connections with a broad audience.
Humor and Entertainment: Utilizing humor in advertising can enhance engagement and make the message more memorable.
Celebrity Endorsements: Strategic use of celebrities can amplify a campaign's reach and add an element of surprise and delight.
Consistency: Maintaining a consistent message across different media channels helps reinforce brand identity and ensures long-term recognition.
Global Adaptability: A campaign that can be easily adapted for different markets increases its global appeal and effectiveness.
Integrated Marketing: Combining traditional media with digital and social media elements can enhance consumer engagement and participation.
Cultural Sensitivity: Adapting advertisements to include local cultural elements while maintaining the core message ensures relevance and relatability in different regions.
Data-Driven Decisions: Utilizing data to drive campaign decisions, such as adjusting prices based on online sentiment, can create innovative and engaging consumer experiences.
Emotional Connection: Campaigns that tap into emotions, whether through humor, nostalgia, or relatability, tend to resonate more deeply with consumers.
Longevity: Developing a campaign with a timeless message can ensure its relevance and success over many years, as seen with Snickers' continued use of the "You're Not You When You're Hungry" slogan.
Conclusion
The "You're Not You When You're Hungry" campaign stands as a testament to the power of insightful, relatable, and humor-driven advertising. By understanding the universal impact of hunger on human behavior, Snickers and BBDO created a campaign that not only boosted sales and brand perception but also became a cultural phenomenon. The lessons derived from its success provide valuable insights for marketers and advertisers seeking to create impactful and enduring campaigns.
Resources
Mars, Incorporated Annual Reports
Advertising Age Archives
Cannes Lions International Festival of Creativity 4
Comments