In total, the ad generated 400 million incremental and unpaid media impressions with a media value equal to $28.6 million—11.4 times our initial investment. It has also scooped every major effectiveness award, including two Effectiveness Lions, an IPA gold, and global and local Effies and AME Awards. The idea was also extended into on-pack promotion, through  a "Hunger Bars" activation, whereby people were encouraged to "gift" any of a selection of Snickers bars labeled with "hunger symptoms" to friends suffering from a "hunger breakdown.". Five celebrities sent four out-of-character tweets, before revealing in a fifth tweet that they had been hungry and needed a Snickers. "Game," featuring US actress, comedian, TV personality and author Betty White, topped the USA Today poll as the No. The UK was one of the last markets to adopt "You’re not you when you’re hungry," so we decided the campaign should be launched in a fresh way using Twitter. In market after market the campaign generated fame through earned and social media and by entering popular culture. So we needed a communications platform that would be noticed, distinctive and drive salience for Snickers. (With or without chocolate bunnies). Mars is a decentralized organization. The campaign continues, with ‘"You’re not you when you’re hungry" work being created across all channels by BBDO offices from Brazil to China, and from Germany to Dubai. We are not ourselves, as the Snickers commercial … You probably aren't the best wingman in a formation either. To confirm our thinking, we undertook an analysis of Snickers’ historical penetration and market share data. Creating ones that endure and are celebrated for their creativity and effectiveness is trickier still. Eighteen months after launch, 93% of Mars marketing directors felt Snickers had a real sense of momentum, versus just 43% before launch. Our creative team found a brilliant way to link this insight into male pack behavior to our brand and "product truth." Furthermore, 96% felt that "You’re not you when you’re hungry" had been "significant" in terms of driving business success, and confidence to invest in the brand increased by 25% points to 96%. It is about building word-of-mouth advocacy for the brand—getting it talked about, creating authority for the brand and the sense that it is making most of the running in the category. We discovered that, over time, the work had become too targeted—focused exclusively on a young, male audience—and too niche in its appeal. This approach allows us to ensure that we are minimizing wasted media spend and maximizing our investment in effective activity. While TV was key early in the campaign and remains critical, in today’s media environment fame is increasingly built across earned and social media. It is a perfect metaphor for how spending time with Jesus can transform your attitude and outlook. Things Get Weird In This Snickers ‘You’re Not Yourself’ Super Bowl Commercial With Willem Dafoe Stacey Ritzen Twitter News & Culture Writer February 4, 2016 In the chart (below), phase one covers the period before the launch of "You’re not you when you’re hungry," when Snickers’ growth lagged our No. By Jeff Beer 2 minute Read Snickers Commercials have been pushing their now world famous tagline “You’re not you when you’re hungry” for a few years now. , plus get exclusive discounts to ", -Peter Field, Marketing in the Era of Accountability. We approached local markets and encouraged them to adapt the campaign to generate local fame. Save Image. Create. The Snickers … From tweets to memes, and with recreations of our ads posted to video sites, the campaign has become part of popular culture, which, again, only helps to grow our fame. Penetration is king - growth comes from attracting more buyers into your brand. Subsequently, data confirmed this fame was the result of all of the additional conversation around the campaign and the brand. I am not throwing stones, folks, it can be tough to follow through even when you know you will be better for the effort. The great thing about this is that they seem to do this for all their markets (basically the world) and there are plenty of funny versions of this commercial … So we tracked fame by looking at how the campaign was driving awareness and earned media, and how it was entering culture by getting talked about and shared. The Snickers “You’re not yourself when you’re hungry” campaign is a case in point. If work is having a positive impact in a market, we continue to invest in it. We needed to think about Snickers as an iconic US brand with wide appeal, such as Budweiser, Jeep or Levi’s. You're not yourself when you're hungry! If it is not having an impact, we withdraw the work and back previously proven work instead. Over the past ten years, Snickers has made “You’re Not You When You’re Hungry” one of the world’s best-loved and most celebrated campaigns. In other words, being hungry makes you not yourself. It remains a brilliant example of creating a … 2 Corinthians 4:6 describes it perfectly. In China, meanwhile, there is Snicker Gaokao, a program with Tencent built around exam time when everyone gets hungry. "Fame is not simply about generating brand awareness (which turns out to have limited value for most established brands). At any given purchase moment, a consumer is presented with anything from ten to 100 brand options. And in phase three, about two years after the launch of the campaign—with 58 markets representing 88.7% of global sales running the campaign—Snickers was growing at 15.9%, 9.4 times the rate of growth in phase one. Snickers was growing, but losing market share. There are things that are good for you, even things that make you feel good, that you manage to avoid through all manner of understandable realities, from busy schedules with competing demands on your time, to just plain laziness or lack of discipline. At one point, I thought my search for my “burning bush” or my path was a singular adventure. The Jobs To Be Done For Chocolate By Gareth Chainey Medium. Share the best GIFs now >>> Save Image. With Tenor, maker of GIF Keyboard, add popular Snickers Not Yourself animated GIFs to your conversations. Qualitative research identified an interesting insight: that there is a universal code of conduct by which men abide to stay part of the male pack. We needed to find a way to tell a guy’s story in a more universally appealing way. Interview with Margaret McCraw on HealthyLife Radio, Happy Easter! Upon eating a Snickers … 1 competitor and the category, generally. Snickers You Re Not … Snickers’s save-the-world joke is the most cynical Super Bowl ad yet The candy bar digs itself a hole trying to spoof Coke’s classic hippie “Hilltop” ad. I I assumed that once I found the answers, that would be it. Create greater internal engagement and commitment. If local markets felt engaged, it would translate into better in-market execution and ultimately higher growth. Focusing on fame drove a fundamental shift in our communication approach: We began by looking at Snickers’ core make-up. National newspapers picked up the story and a campaign of just 25 tweets reached more than 26 million people. 3. This seemed particularly relevant for Snickers, given that just about everyone buys chocolate. Jesus tells us in Luke 9:23 to “take up your cross daily and follow me.”. It was the best rocket launcher for a campaign looking to generate fame and be talked about. The campaign worked on a universal assumption, namely that when you’re hungry your mood and your abilities change. Creating global communication platforms is a tricky business. James Miller, global head of strategy for Mars at BBDO, explains how fame has been a key driver in making Snickers' six-year global campaign so effective. ... Eat This You Are Not Yourself When You Re Hungry Mr T Snickers Meme Generator. We were confident that "You’re not you when you’re hungry" was so universally relevant and compelling that we could inspire markets to quickly take up the idea and make it famous. The US was the launch market and the team there developed the creative platform, working from the global brief. This was globally consistent among men, but also something that everyone could recognize or identify with; it’s the sort of relevant insight on which films such as the aforementioned "Knocked Up" or "The Hangover" rely to achieve popular appeal. HALT stands for Hungry, Angry, Lonely, Tired. In Australia, Clemenger BBDO produced an online video to drive fame beyond TV. Russia, the second-biggest market for Snickers, was one of the first to adopt the campaign. // I am sure you have seen it. In similar fashion, I have discovered that my attitude, focus and sense of well-being are enhanced by spending time in reading God’s word and in prayer. And, when you’re not yourself, it has a real impact on your ability to remain part of the pack. Maybe then the answer to unrest in the Middle East and elsewhere is simply to bombard the combatants with Snickers …