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SNICKERS
"You're Not You When You're Hungry"

RAN IN: United States

CLIENT
Mars Chocolate North America

Debra Sandler, Chief Consumer Officer, Mars Chocolate North America
Michael McGee, Senior Marketing Director- Filled Bars
Osher Hoberman, Senior Marketing Manager - SNICKERS

AGENCY
BBDO New York *Lead Agency

David Lubars, Chairman, Chief Creative Officer, North America
Peter Kain, SVP, Creative Director
Gianfranco Arena, SVP, Creative Director
Kirsten Flanik, Managing Director
Kathryn Brown, SVP, Account Director


Starcom MediaVest Group


Weber Shandwick


Thomas J. Paul, Inc.


Digitas


SUMMARY

After years of narrowly-focused communications and significant competitive pressure, SNICKERS(R) found itself in trouble. To reinvigorate the brand we went back to its roots as a hunger solution. The "You're Not You When You're Hungry" campaign tapped into the simple truth that when you're hungry, you're not yourself and SNICKERS can help sort you out. The idea touched all mediums and has achieved goals of driving volume sales, household penetration and reestablishing SNICKERS(R) within pop culture as a guys' brand that EVERYONE feels they can be a part of.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, Print, OOH, PR, Retail Experience, Cinema, Consumer Involvement, Social Media activation.

Audience: Connect with a new audience,Launch or relaunch a brand/product,Speak to men,Speak to women, Speak to Teens , Speak to Young Men,Speak to Young Women

Type: Business to Consumer

Classification: National

Language: English