Candy bars are impulsive purchases. Walk down any candy or
checkout aisle in your supermarket or convenience store and
you’ll be hit with anywhere from 10 to 50 brands. People make
that impulsive grab for many reasons; so if you want to be the
candy bar that people most reach for, your brand must remain top-
SNICKERS has long understood a key insight in snacking that
“You’re not you when you’re hungry”. They memorialized this
observation in their 2010 ad campaign of the same name and
launched it during the #1 sporting event of the year, the Super
Bowl. In doing so, they not only captured their target audience, but also placed their commercial front and center for over 100 million viewers to see.
The spot, called “Game,” featuring actress, comedian and TV personality Betty White, shows this adorable little old lady playing a game of football with a group of young men who are obviously frustrated with her lack of athletic skills. When one of her teammates asked why she was “playing like Betty White out there,” viewers realized that she was actually a guy named Mike’s hungry alter ego. When Mike’s girlfriend ran over and handed her a Snickers bar, she was immediately transformed from Betty White back into tough guy Mike and the game resumed.
This commercial topped the USA Today Super Bowl Ad Meter poll as
the No. 1 ad during the game. The “You’re Not You When You’re
Hungry” catchphrase has become one of the most recognizable brand
slogans of today.
Snickers capitalized on portraying the emotional symptoms of hunger as being oppositional to normal behavior and offered their candy bar as a solution.
Not only did this insight resonate globally among men, but being
“quote-unquote HANGRY” was something that every human being could identify with. When you’re hungry, you’re just not yourself. And, when you’re not yourself, it has a real impact on your ability to remain part of the
Pack. Snickers is the go-to solution for fast-acting hunger relief.
Why? Because it’s packed with peanuts and SATISFIES hunger.
If there’s one thing I know for sure, it’s this:
o Your product is NOT your brand.
o Your brand is your Core Value…AND
o You use your product as the vehicle to drive your Core Value.
o SNICKERS uses their candy bar to drive their Core Value of
The next time you’re “quote-unquote HANGRY”, remember:
SATISFACTION is how Snickers SCORES.
I’m Rich Keller, The CATALYST and see you next time on The