Another promotional strategy Snickers has used is the direct and digital marketing. Now, the candy brand is sharing that message with the entire world, thanks to the help of 13 popular vloggers from every corner of the globe. Sign In. The subsequent “You’re Not You When You’re Hungry” campaign certainly got people talking, winning awards at every major creative outlet, including Cannes Lions, The One Show, D&AD, IPA Gold, global and local Effies, AME Awards and the Emmys. Snickers has launched an ad in the UK starring Joan Collins, as part of its global campaign. Thiccer than a snicker... literallyPink guy's voice: Liam (https://www.youtube.com/channel/UCNLw12G_2_0k44kTn_WV55A)Green guy's voice: TNTsquirrel (Yours Truly) Abbott Mead Vickers BBDO for Snickers. The campaign became a communication platform that would be noticed, distinctive, and drive salience for Snickers. This insight shared that there is a universal code of conduct by which men abide to stay part of the male pack. In the pursuit to fix this problem, Snickers decided to launch a campaign that will attract more customers towards the company. If not, we withdraw the work and back previously proven work instead,” explained the company. callback: cb Stephen Whiteside from WARC explains why consistency, local relevance, and humor have all played a critical role in this outcome. Case Study: How Fame Made Snickers’ ‘You’re Not You When You’re Hungry’ Campaign a Success. Oli‘s Creative Verdict 2018-09-17 Campaign: Snickers – You’re not you when you’re hungry 2018 Every month Oliver Dietrich, Director of Creative Ideation P7S1, offers his feedback on recent marketing campaigns and what start-ups can learn. Also, there was a 1,740 percent increase in Facebook connected Snicker posts and a 120 percent leap in Snicker mentions in Twitter. Snickers has served up its latest campaign featuring Summer Bay's grumpiest mongrel, Alf Stuart. Email address. As a proper, nut-filled bar, Snickers can sort out the hunger and restore your role in the pack. From 2007 to 2009 Snickers was behind in growth compared to other chocolate brands. Indeed you’re not you when you’re hungry as no one can deny this valuable insight, but there are always two sides in every story. See more ideas about snickers, funny, funny pictures. However, Snickers had become ‘over-targeted’, using ‘blokey’ humour to focus exclusively on the niche of young men. Snickers ‘You’re not you when you’re hungry’: best global brand campaign ever? The “You’re Not You When You’re Hungry” campaign has been providing solid returns for Snickers for over five years. Snickers has positioned themselves as a solution for being hungry. Snickers advertising, marketing campaigns and videos . In the national level, Snicker has paid for its presentation in national events like in the 2010 Super Bowl. Different markets gave their own spin to the global campaign, to give it cultural relevance. I think it’s a shining example of integrated marketing communication. The campaign worked on a universal assumption, namely that when you’re hungry your mood and your abilities change. The fresh theme was accompanied by special Snickers bars displaying different personas you turn into while suffering from a hunger … For more on global brand management, see this earlier blog post: https://thebrandgym.com/global-brand-management-head-heart-hands/, (1) https://www.campaignlive.co.uk/article/case-study-fame-made-snickers-youre-not-when-youre-hungry-campaign-success/1410807. Snickers have used many promotional strategies to bring its product to the public. “We needed to tell a guy’s story in a more universally appealing way,” explained James. It incorporated the 4 Cs of integrating digital marketing which helped to grow sales by 13.4% in the first three months of the campaign and online views on Snickers increased markedly on … As mentioned at the start, we explore the Snickers case and many others on our brandgym Mastering Brand Growth program. Snickers needed a way to access these moments in … })(); In line with the General Data Protection Regulation, we have updated our Privacy Policy which now provides complete transparency about the ways in which we process your personal data. In 2010, a new advertising campaign was launched, usually based around people turning into different people (usually celebrities) as a result of hunger (taking the new campaign's name "You're Not You When You're Hungry" quite literally). Through research, Snickers identified an insight regarding men. Is Snickers You Re Not You If You Re Hungry Campaign One Of The Most Successful Campaigns … Change ), You are commenting using your Google account. Snickers’ challenge was keeping its classic message, “You’re not you when you’re hungry,” from getting old by relying on only one form of storytelling. Snickers was growing as a brand, but was losing a lot of its market share. Global brand campaigns really ignite when local teams not only adopt them but are inspired by them to create brilliant local executions, as we’ve seen first-hand on global strategy projects for brands like WD40 and Castrol. Perhaps the most impressive aspect of this story is how the brand team and their agency, BBDO, exported the campaign to so many markets. ´´You´re not you when you´re hungry´´ was the right expression for the Snickers campaign, telling people that when you´re hungry you´re not on top of things. The experiment continues the internationally lauded (and hugely popular) ‘You’re not you when you’re hungry’ Snickers campaign. Articles: 7 Results. Business has only two functions; marketing and innovation. Email: … Snickers effectively … Once upon a time Snickers introduced the theme phrase “You’re not you when you’re hungry”, which even became part of pop culture. Lastly, the company wanted the campaign to drive efficiencies of scale to a more global approach. This activity consisted in linking the public´s general irritability-as measured by internet chatter- with the price of Snickers. Change ). This strategy can be seen with the ´´Hungerithm´´ Snickers employed in Australia. Since then its has run for an impressive six and a half years in an amazing 58 markets. Save Image. Case Study How Fame Made Snickers You Re Not You When You Re Hungry Campaign A Success Campaign Us. “If work has a positive impact in a market, we continue to invest in it. Elton John is the star of Snickers' latest ad, but this is a side of him you've never seen before. on: function(evt, cb) { “You’re not you when you’re hungry” is a campaign that needs no introduction. } Phase 3 – 58 markets (89% of global value): 15.9% growth, 9.4x phase 1 and significantly ahead of nearest competitor and category. August 31, 2018. As more people outraged got online, the price of Snickers at the convenience stores got cheaper. In each case, good old TV was the most important launch media, being the best ‘rocket launcher’ for generating fame: As the global brand campaign proved itself in initial markets, ‘the success virus’ kicked in. This insight around male belonging was consistent with the brand’s heritage, whilst also being relevant to a much broader audience.. Snickers had a brand truth to respond to the human truth about what hunger does to you: a substantial, nut-filled bar that has always been known for satisfying hunger. In total, the ad generated 400 million unpaid media impressions with a media value equal to $28.6 million. Through the insight being universal, the creative team at Snickers were able to link the men pack code of conduct to their brand and product. The campaign was called ´´ You´re not you when you’re hungry´´, which was presented with many objectives to achieve. The TVC created by RK Swamy BBDO went on air on 23 December and … Driving penetration means being salient and immediately recognisable among a broad audience. Our new fully GDPR compliant Privacy Policy is accessible here. Mars and BBDO have built on the success with brilliant local work and gone a step further with a truly global campaign featuring Mr Bean, which has already run in 60 countries. In the pursuit to fix this problem, Snickers decided to launch a campaign that will attract more customers towards the company. In conclusion, The Snickers campaign is a brilliant example of creating a big, compelling global brand idea with universal appeal, matching a human truth with a brand truth, and executing it in a distinctive and locally relevant way. Stay signed in. They needed to come up with a way to revamp their marketing or they would not hold their position as the number one chocolate… event : evt, The campaign launched at the 2010 SuperBowl with the now famous ‘Betty White’ commercial. They heard chart-worthy songs custom-made for the campaign, with original lyrics and composition that drove home the “you’re not you when you’re hungry” message in a genre listeners loved. Change ), You are commenting using your Facebook account. It means integrating all the promotional tools of a company, so that they work together in harmony. window.mc4wp = window.mc4wp || { ( Log Out /  Snickers contacted five celebrities to send four out-of-character tweets, before revealing in a fifth that they had been hungry and needed a Snickers. Sign in to continue. We tipped the campaign for the top early in its history, back in this 2012 post. Subsequent executions have featured stars such as Joan Collins, Aretha Franklin, Robin Williams and in Australia, Joe Pesci and even Ray Meagher in … 327k members in the veganrecipes community. This has led to a new concept in marketing called Integrated Marketing Communications. This meant creating a distinctive communication platform that could drive salience for Snickers, attracting new buyers and reminding lapsed buyers about the brand. The activity got around 14,00o social post through Facebook, Twitter, and Youtube. But the symptoms of being hungry are not bound only to men. ); Reset password: Click here. Today marketing managers face some new marketing communication realities. This delivers economies of scale but also what we call ‘economies of ideas’: pooling resources to create a campaign that is bigger, bolder and better executed than any country could do alone. The team needed to remember what made Snickers famous, keeping masculine appeal, but refresh it to broaden the brand’s relevance. } Being a tremendous media event and with the involvement of actress and comedian Betty White, the Snickers ad created a gigantic media coverage for the company. Save Image. A collection of the best Snickers creative work, such as advertising, marketing campaigns and videos. If you’d like more info on the program, simply pop your name and email in the form below (we’ll also send you the weekly brandgym blog email and brandgym Academy news, but you can opt out at any time). } Snickers is returning to the Super Bowl to celebrate the 10th anniversary of the candy bar’s “You’re Not You When You’re Hungry” campaign, after sitting out last season. Campaign US, 26 Oct. 2016, http://www.campaignlive.com/article/case-study-fame-made-snickers-youre-not-when-youre-hungry-campaign-success/1413554. The platform to work needed to enable building of distinctive brand assets across all touchpoints. One of these strategies has been advertising, both at the national and local level. You’re not you when you’re hungry Briefly summarize the Snicker’s “You’re not you when you’re hungry” campaign. A place for your favorite vegan recipes! As mentioned before, Snickers sales jumped 67 prcent with around 6,000 coupons redeemed. This refers to all forms of communications and messages being carefully link together. When people are hungry, they’re actually not themselves and their role in the group is threatened. Watch New Super Bowl 2010 Snickers Commercial , You're not you when you're hungry. (function() { Cannes Lions: Here’s How BBDO And Snickers Figured Out ‘You’re Not You When You’re Hungry’ bandt.com.au - Christian Fleetwood. WATCH the ad film created by RK Swamy BBDO here . The objectives presented where goals the company wanted to achieve from the overall campaign. They discovered that guys seek acceptance and membership of the “male pack‟, and that when they’re hungry, they’re not themselves and their place is the pack is threatened. Mars was an early adopter of Byron Sharp’s work, focusing Snickers on penetration to attract more buyers into the brand. Below I share some of the key success factors of the campaign, base on an excellent case study by James Miller (1), global head of strategy for Mars at BBDO. Therefore, Snickers is the bar that allows you to be part once again of your pack and bringing you on top of things. The team carried out research to identify a ‘universal’ human truth that worked across markets and so could help build a global brand. Please read the sticky thread before posting or commenting … We explore in the Snickers case study in detail on our brandgym Mastering Brand Growth program on our brandgym Academy online training platform here. whatsapp 0 whatsapp 0 Facebook 0 Tweet 0 linkedin 0. ( Log Out /  And then, just to make sure the hunger didn’t take over, Snickers served up a delicious “Hunger Hits” branded playlist to get listeners back on track. In other words, the campaign needed to bring fame to the company, making it salient and immediately recognizable in the market. The resulting brand idea was, “A proper, nut-filled Snickers sorts out hunger and restores your role in the pack”. The ambition is to achieve what Peter Field of the IPA calls ‘brand fame’: building word-of-mouth advocacy that gets the brand talked about. } This value was around 12 times the initial investment Snickers in the ad. Research for a recent brand vision project highlighted what is perhaps the best global brand ( Log Out /  This meant that when you are not yourself, it has an impact in the ability of a person to be part of the pack. It’s a brilliant and intelligent claim which has a really deep consumer insight behind it. { That insight combined with a product is a very smart way to get a claim everybody … Phase 2 – 34 markets (49% of global value): sales growth 3.1x phase 1 and ahead of category. Launched in 2010 in a bid to grow the brand globally through word-of-mouth advocacy, it has won awards at every major gathering, including Cannes Lions, The One Show, D&AD and the Emmys. When you become cranky, weak, or anxious, these are universal symptoms of hunger. In 2019 a new European campaign line was introduced: “Your friend becomes a (…) when he’s hungry!”. window.mc4wp.listeners.push( The second was to create a greater internal engagement and commitment of sellers in order to create one iconic global brand. Stanley, Louis. In the lead up to the big event, Cannes Lions is exploring the real stories behind Lion winning work, and what truly goes into making a moment that … Snickers has done an incredible job with the You’re Not You When You’re Hungry campaign. Mars International’s ‘You’re Not You When You Are Hungry’ campaign has been launched in the Indian market. Previously, video had been a natural way for Snickers to deliver its message, but an increasing amount of consumers’ media time was being spent listening rather than looking. http://www.campaignlive.com/article/case-study-fame-made-snickers-youre-not-when-youre-hungry-campaign-success/1413554, http://www.adweek.com/creativity/media-plan-of-the-year-best-in-show/. listeners: [], For example, in the UK Snickers decided to launch the campaign through a new channel like Twitter. Nearly everybody knows the claim “You’re not you, when you’re hungry” from Snickers. Snickers 'you're not you when you're hungry' by AMV BBDO. “We needed to be less like ‘Jackass’ and more like ‘Knocked Up’, (creating) an iconic US brand with wide appeal, like Budweiser, Jeep or Levi’s.“. Snickers adds desi diva power to 'You're not you when you are hungry' campaign. It meant that people who are hungry are not able to be part of the pack they have created a connection. The tagline varied depending on the commercial's location or what variety the commercial is … One of the most memorable campaigns of recent years, Snickers’ ‘You’re not you when you’re hungry’, by BBDO Worldwide, was … Is Snickers You Re Not You If You Re Hungry Campaign One Of The Most Successful Campaigns Ever Group 199 Marketing Management Blog . “How Snickers Used Social Media Outrage to Fuel the Year’s Most Innovative Media Plan.” – Adweek, Adweek, 18 Sept. 2017, http://www.adweek.com/creativity/media-plan-of-the-year-best-in-show/. As more outraged people got online, the cheaper the price of the Snickers at the Australian 7-Eleven stores. ( Log Out /  Campaign planning was done at a global level by core brand team SNICKERS DNA -> insight into a male world A Qualitative Research by MARS reveled that: There is always a universal code of conduct that needs to be abided by in order to stay part of the male pack (acceptance) Relationship between hunger, behavior and the SNICKERS brand Big idea: “You’re Not You When You’re Hungry… This involved in a direct engagement between the company and its customers, allowing them to decide at what price they could buy the Snickers. Create a free website or blog at WordPress.com. Research for a recent brand vision project highlighted what is perhaps the best global brand campaign ever: ’You’re not you when you’re hungry’, by Snickers. Miller, James. The campaign was called ´´ You´re not you when you’re hungry´´, which was presented with many objectives to achieve. In its first full year of showing, Snickers’ “You’re Not You When You’re Hungry” campaign increased global sales by … Password. Snickers 'you're not you when you're hungry' by AMV BBDO . Snickers … Snickers wanted their campaign to tell a guy’s story, as this was part of their brand identity. Credits: Campaign: Snickers Hungry Faces Campaign Client: Mars, Incorporated Product: Snickers Campaign Title: Hungry Faces Advertising Agency: FHV BBDO Amsterdam, The Netherlands Executive Creative Directors: Mark Muller, Martin Cornelissen Senior Art Director: John De Vries Senior Copywriter: René … By using the newly found insight, the creative team were able to reach a universal human truth, that ´´when you are hungry you´re just not yourself´´. And this year, Snickers have revived the infamous spot with a fresh new take. However, this time they needed the campaign to tell that story in a more universally appealing way. This created an integration of people in their target market of Snickers. Mars drives efficiency and boost effectiveness on an ongoing basis. This area of marketing is changing so fast and deep, creating innovative and challenging times for marketing communicators. This campaign was intended to increase the growth of Snickers in the market by having a broad-based appeal. Global brand sales of the billion dollar brand have grown by 15.9% and the work has won many major effectiveness awards, including two Effectiveness Lions and an IPA Gold. This code of conduct was consistent among men, meaning that everyone could recognize or identify with it. The campaign “You’re not you when you are hungry” worked perfect for snickers which was based on a universal assumption that hunger affects moods and abilities of a person. Snickers "Rap battle" by AMV BBDO . From 2007 to 2009, the growth for snickers lagged behind other global chocolate brands. The Aussie version of the 'You're not you when you're hungry' campaign sees a … Most importantly, the success of this campaign stems from an authentic expansion of their brand. The iconic “You’re Not You When You’re Hungry” campaign has delivered ten years of success for Snickers. Local marketing directors began to believe in the campaign and the brand as a whole: As the campaign proved to deliver business results, more markets adopted it, driving further growth: Phase 1 – pre-campaign: growth lagged number-one competitor and the category. This activity raised 5,000 retweets and 390,000 media impressions. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards. https://www.thebrandgym.com/wp-content/uploads/2016/11/master_logo.png, https://thebrandgym.com/wp-content/uploads/2018/12/snik2-20161003092505474.jpg, https://thebrandgym.com/global-brand-management-head-heart-hands/, https://www.campaignlive.co.uk/article/case-study-fame-made-snickers-youre-not-when-youre-hungry-campaign-success/1410807, 93% of felt Snickers had a real sense of momentum, versus just 43% pre-launch, And most importantly, confidence to invest in the brand increased +25% points to 96%. You're Not You When You're Hungry. You’re not you when you’re hungry April 9, 2015. I guess everybody knows a person, who is a bit aggressive or just another person when he or she is hungry. Jul 15, 2016 - Explore Gaby's board " You're not you when you're hungry" on Pinterest. Snickers was growing as a brand, but was losing a lot of its market share. Snickers has been able to use Integrated Marketing Communication through the different promotional tactic used in different countries. In particular, we use it to look at how to find a universal insight that appeals to a core target AND a broader audience. Fill in your details below or click an icon to log in: You are commenting using your WordPress.com account. Another example of Integrated Marketing Communication used by Mars can be seen with its ´Hungerithm´ activity in Australia. This activity resulted in a sales jump of 67 percent across the country. Trouble signing in? These objectives structured the campaign Snickers needed in order to fix their sales problems. forms: { The first one was to create a bigger, more compelling creative platform. Change ), You are commenting using your Twitter account.