Why Snickers Is Still Winning Hearts (and Tummies)

You’ve seen it. You’ve heard it. You’ve probably said it. 

It’s Snicker’s iconic phrase, “You’re not you when you’re hungry.”

Just ask anyone about this phrase and they’ll instantly tie it to the famous Snickers ad campaign. And why wouldn’t we? We’ve all been there – snapping at a friend or making bad decisions simply because our stomachs were empty. This phrase just hits home for so many of us, regardless of where we’re from.

Plus, the results of this campaign are as sweet as caramel: 15.9% sales growth in its first year and $376 million in sales just two years later. Not bad for a campaign that started with a simple insight.

So, what makes this ad genius? Snickers didn’t just wrap candy in a factory; they served up something special wrapped in chocolate. Grab your favorite snack, and let’s dig into how Snickers turned a universal truth into a global phenomenon.

From Sugar Rush to Sugar Crash

It may be hard to believe, but back in 2008, Snickers was struggling. Despite being one of the most recognizable candy brands in the world, sales were flat, and market share was slipping. And with the consumer having so many other candy bars to choose from, it was becoming incredibly hard to differentiate itself from its competitors.

The problem wasn’t that people didn’t recognize Snickers — everyone knew what a Snickers bar was. The issue was that despite strong brand awareness, consumers weren’t dying to grab one off the shelves.

At the time, Snickers had set its targeting too narrow, focusing on young men using “Manly Man” commercials. It may have worked for a brief period, but eventually, it was becoming more apparent that this wasn’t reaching enough consumers.

Snickers was starting to look like a one-trick candy bar, alienating anyone who didn’t fit the target. The brand needed something bigger, something everyone could see themselves in.

The Campaign That Gave Snickers Its Bite

The answer they came across? Universality – there’s a universal human truth we all know too well: When you’re hungry, you don’t feel like yourself.  It’s simple. It’s relatable. And it’s true for everyone.

Think about it:

• Have you ever snapped at someone because you skipped lunch?

• Made a dumb decision because your brain wasn’t firing on all cylinders?
• Felt like a completely different person just because your stomach was growling?

Hunger makes us weak, cranky, and, well, angry — or as we now call it, “hangry.”  Snickers brilliantly tapped into this universal human experience that cuts across age, gender, and culture: hunger changes you. It turns your best friend into a grumpy monster. Your boss into a raging lunatic. Your sweet grandma into a linebacker.

The Recipe for Sweet Success

The team that worked behind the Snickers campaign took that simple truth and built a global empire out of it. Suddenly, everyone could see themselves (or someone they knew) in the ads. Here’s a breakdown of the key ingredients that made this campaign a recipe for success:

🍫Match a Human Truth with a Brand Truth🍫

This ad campaign gave Snickers a chance to reflect universal aspects that come from being hungry like anger and weakness. By holding up a metaphorical mirror to our “hangry” behavior, they made us laugh and reminded us of the simple solution: grab a Snickers.

🍫Global Strategy, Local Flavor🍫

This wasn’t just one commercial on repeat. Snickers went big at first with its Super Bowl launch, then it tailored its campaigns across local markets. In Puerto Rico, radio DJs played boring, slow songs… until someone “interrupted” to say, “Sorry, we’re just hungry.” 

🍫Dying art of humor 🍫

Evidence shows that humor in advertising has been used less and less, but Snickers brought it back through its hunger-fueled transformations into absurdly funny moments. From Betty White getting tackled in a football game to Joe Pesci scolding friends like a mob boss, Snickers nailed it.

🍫Memorable Slogan 🍫

The campaign even introduced a new word to pop culture: “hangry.” This is branding at its finest: when a campaign doesn’t just promote a product, but changes how people talk and think.

Let’s Sweeten the Deal for Your Brand!

Snickers proved that the simplest truths resonate the hardest. It took a universal truth and wrapped it with perfect online execution, and a deep understanding of their audience. 

At Jumper Media, we take it a step further than just delivering social strategy, we partner with you like an extension of your team, handling your social media marketing so you can focus on growing your business.

Hit us up and let’s find your brand’s “sweet spot” today.