Snickers: Are You You When You're Hungry?
The goal of the campaign was to differentiate Snickers and have consumers think about eating a Snickers when they are in need of a snack. The insight Snickers worked with is that everyone has moments when they are not feeling themselves—irritable, whiny, and bad tempered. Snickers then positioned itself as the hunger-busting solution to make sure consumers stay on top of their game.
Snickers then harvested the power of celebrity endorsements such as Betty White and Abe Vigoda. They asked celebrities to tweet about Snickers and created a buzz around eating Snickers, they employed guerilla marketing tactics by handing out emergency Snickers to busy morning commuters listing symptoms of hunger and encouraged them to break the glass and eat a Snickers if experiencing any symptoms. Snickers also released a series of print ads and TV spots as well as a coveted Super Bowl spot in 2010, 2011, 2013, and 2015.
Since the launch Snickers saw an increase in the number of Snickers singles sold in the impulse channel. The company also saw double digit growth in value sales. Following the successful initial launch in 2010, Snickers went on to take the campaign international in Europe and Latin America featuring celebrities of each respective region.
In 2015, Snickers took a page from the Coca-Cola world of personalized packaging and printed symptoms of hunger onto each Snickers bar allowing consumers to pick hunger emotion.
At BAV Consulting, we tracked the progress of Snickers over the past few years and saw the campaign gave Snickers the push into category leadership that it desperately needed. In the chart below, it is clear that 2010, the year of the initial You’re Not You campaign, Snickers differentiated itself from its direct competition, averaging over 20 percentiles.
Snickers has seen enormous success from the YNY campaign by successfully differentiating themselves from a saturated market. BAV model have demonstrated over and over that differentiation is one of the major pillars for a brand’s success.