You’re Not You When You’re Hungry

Today I want to talk something about one of SNICKERS’ campaigns—“You’re Not You When You’re Hungry”.

In 2010, this campaign’s first commercial was launched initially as a Super bowl commercial. The whole commercial was about how being hungry makes you a different person. It incorporated humor, celebrities, and was also placed on social medias like Facebook, Twitter and YouTube. This campaign was such a success that it had been rolled out in over 40 countries and is Snickers’ main campaign. In addition, Snickers came up with a new way to tell their “You’re Not You When You’re Hungry” story in the digital space in this year. They worked with Google technology to bid on misspellings of the 500 most commonly searched terms. Each time someone misspelt a word they were given a tailored message to “Grab yourself a snikkers” as “Yu cant spel properlie wen hungrie.” Without seeding, it reached over 500,000 people within three days of launch.

Why Snickers engaged me in their story? I think they did good jot on two parts. The first one is content marketing. What is content marketing? Learned from class, I found that Snickers are creating and distributing relevant and valuable content (their commercial are about football, travelling and other men’s life) to attract, acquire and engage a clearly defined target audience (powerful, young men)- with the objective of driving a profitable customer action (increase sales). Snickers’ commercials are really about our life that we would meet the same situations in the life. So we will be engaged by the ads after we watched them. The second one is localization (global). Snickers launched this campaign over 40 countries. Each country has its own unique celebrities and contests that appeal to its population, helping connect better with consumers. I first knew this commercial when I was in China. One of Snickers’ commercial in China is about dragon-boat racing and the man when he was hungry he became Tong Monk.

These are what Snickers did good job. On the contrary, I think Snickers might fall short in female consumer markets. All of their campaign is about men’s life so that female consumers cannot be engaged by these commercials. I think they will get more market share if they pay more attention on female consumer markets.

Finally, I want to share Snickers’ commercial with you.