Snickers was losing market share to other global chocolate brands. This paper shows how Snickers’ big global idea ‘You’re not you when you’re hungry’ delivered creative work that got people talking about the brand. The campaign resulted in Snickers’ most successful period of growth, increasing sales by 15.9% in one year, capturing market share in all but two of the 58 markets in which it ran, and growing global market share by US$376.3m.
Award: IPA Effectiveness Awards - Gold
Agency: AMV BBDO
Country of origin: UK