JCDecaux down Officeworks today for more ticker tape after national audience mobility data goes fucking nuts. National newspapers picked up the story and a campaign of just 25 tweets reached more than 26 million people. Case study: How fame made Snickers' 'You're not you when you're hungry' campaign a success. The constant and often surprising reinterpretation of the claim “You’re not you when you’re hungry” is a huge accomplishment - both strategically and creatively. We discovered that, over time, the work had become too targeted—focused exclusively on a young, male audience—and too niche in its appeal. 3. This was one of many of genius “you’re not you when you’re hungry” Snickers ads. This seemed particularly relevant for Snickers, given that just about everyone buys chocolate. But you don’t have to be a guy to recognize them. It prompted such a groundswell of enthusiasm that, ultimately, we received more than 91 days of media coverage from one 30-second ad. Viewers know these claims are exaggerations, but they're effective in making for memorable advertising. // In short, it seemed we needed to be famous. B&T continues with its deep, deep, deep Facebook news ban anaylsis. Creating global communication platforms is a tricky business. As more markets adopted the campaign, sales growth for Snickers accelerated. This approach allows us to ensure that we are minimizing wasted media spend and maximizing our investment in effective activity. She is a lovable 95 year-old lady; who would not be persuaded by her acting in this commercial in particular? Penetration is king - growth comes from attracting more buyers into your brand. Finally, the Shrek script is here for all you quotes spouting fans of the movie starring Mike Myers, Eddie Murphy, and Cameron Diaz. Snickers was growing, but losing market share. . We will explain how focusing on effectiveness from the outset shaped our approach and, ultimately, helped us deliver a celebrated, global creative platform. "I can't. 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. As soon as Snickers’ target audience started listening to anything else other than what they were used to, the ads told them what they needed to know: “You’re not you when you’re hungry”. Cannes Lions: Here’s How BBDO And Snickers Figured Out ‘You’re Not You When You’re Hungry’ bandt.com.au - Christian Fleetwood. 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. If you’re not getting that, take short “power naps” of 10-20 minutes if you can, Glassman says. Everyone already knew Snickers, so we didn’t need simple brand awareness: we needed fame. 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. When you’re feeling hungry but it’s not mealtime, try drinking 16-24 ounces of water, waiting about 15 minutes, and determine whether or not you … ), Why Marketing Has Never Been As Important As It Has During COVID-19, Rethink Ink: Presenting Australia’s Best Print Ads. From 2007 to 2009, growth for Snickers lagged behind other global chocolate brands, both in relative and absolute terms. Knowing the brand needed mass, populist appeal wherever it ran, we Jess Belgiovane has joined production company Eight as a producer in the TVC department. Programmatic proving to be the Holey Moly and AstraZeneca of adland - arguably not as good as first thought. To do this, we needed a communication platform with broad-based appeal. I’m sure eating a Snickers bar was an easy decision. I know, I know, I still need to get the cast names in there and I'll be eternally tweaking it, so if you have any corrections, feel free to … Best Life 3. Our creative team found a brilliant way to link this insight into male pack behavior to our brand and "product truth." The iconic “You’re Not You When You’re Hungry” campaign has delivered ten years of success for Snickers. And, of course, Snickers, the substantial, nut-filled bar that has always been known for satisfying hunger, is the perfect antidote. Watch Cock Hungry Amateur Fucks online on YouPorn.com. Marketers are experiencing a shake-up and a half Facebook has had a busy start to the year and negotiations around the News Media Bargaining Code escalated quickly […]. Now— if you’re eating too little- that’s also a problem. In the US, we used the platform to drive fame in media channels as diverse as Twitch, Twitter, Sports Illustrated and on parking lots. Programs include Snickers "Hungerithm" in Australia, which monitors the mood of the internet and offers discounts on Snickers from 7-Eleven stores when the internet is "hungry." If you want to be the brand that people reach for, you need to be immediately recognizable. This commercial led to Snicker’s now-famous motto, "you’re not you when you’re hungry." 2. To confirm our thinking, we undertook an analysis of Snickers’ historical penetration and market share data. The campaign worked on a universal assumption, namely that when you’re hungry your mood and your abilities change. Snickers’ “ You’re Not You When You’re Hungry ” … We've witnessed a tectonic shift in ad spends over the past 12 months AND just as Mount Etna's erupted too. The work was big, populist and famous, which earned incremental media and got people talking about the brand, further boosting fame. One of the other measures of effectiveness we tracked was local market engagement. To stop the session, click the X in the screen-sharing window at any time. All Rights Reserved. Taking a step back, we looked at the work we were creating around the globe and quickly realized that it did not reflect our analysis of how communication would grow the brand. One way Mars tracks effectiveness is via single-source sales data in key markets. Sadly, Facebook now nothing more than a shell of slightly amusing cat videos & hideous bridesmaids' dresses to gawk at. The key idea that carries over into the new slogan is … 2. We couldn’t ignore or walk away from our past but our new approach meant finding an insight and a story that would connect with everyone. 1 Super Bowl ad. Can anyone resist such a combination? See more ideas about snickers, funny, funny pictures. events, The latest work, news, advice, comment and analysis, sent to you every day. You may not be in the know on hillbilly slang, even if you know what a hillbilly is. To keep cholesterol in check, opt for combining one whole egg and one egg white in your omelets. Sales growth was 3.1 times higher than the previous period and finally ahead of category sales. You weren’t much more excited about it this morning, either. Homewares brand Sheridan has unveiled its newest campaign, which showcases its towels through contemporary dance performed by the Sydney Dance Company. Over time, work has been produced for all Snickers’ key markets using a range of local celebrities and locally relevant "hunger symptoms.". BETTER – popular memes on the site ifunny.co I'm a home cook and baker, wife, and mommy to 2 little ones. 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Snickers began their "You're Not You When You're Hungry" campaign during Super Bowl XLIV in 2010, where grumpy people in troublesome situations were portrayed by celebrity actors Betty White and Abe Vigoda. The 2014 slogan for Snickers is "You're not you when you're hungry. Effectiveness is not something we evaluate only on an annual basis or when the time comes to write an Effie or an IPA paper (although that does focus the mind). In two weeks, the film generated more than 238 million global media impressions, and news and TV coverage generated more than $11 million in free media. The impact of the campaign platform, its rapid global adoption and high local market engagement helped the sales of Snickers to increase by $376 million during the two-year period from 2010-2012, regain market share and bolster its position as the world’s foremost chocolate bar. Looking at the three opportunities we had identified for more effective work (better creative work in all markets, engaging local marketers and efficiencies of scale), the two we chose to prioritize were local engagement and better local creative work. "Listen to Your Heart." Yes, you would get more for your money if you bought standard bars. When people are hungry, they’re actually not themselves and their role in the group is threatened. One of the most memorable campaigns of recent years, Snickers’ ‘You’re not you when you’re hungry’, by BBDO Worldwide, was created in 2010 and continues running to this day. Hi! I'm so glad you're here! American Express delivers firm "F-You" to all those "we don't accept Amex" signs by topping premium brands list. If you're not gluten-intolerant, there's no good reason to cut gluten out of your diet completely—even if you're trying to lose weight. We concluded that driving fame—in particular, getting more and more people talking about the brand—would deliver penetration growth and drive sales. Bring them to the office, use them in gift baskets or stock up your pantry. We also dug into Peter Field’s analysis of the IPA database. This means we are driving efficiency and boosting effectiveness on an ongoing basis. Its "Aussie builders" campaign showed a group of workmen acting "out of sorts" on account of their hunger. Key findings […]. That was BBDO Worldwide’s moment to move the world forward. you're not yourself when you;re hungry - betty white snickers In phase two, 34 markets—representing 49% of Snickers’ global value—were running the campaign. Early on, a decision was taken to launch during the 2010 Super Bowl. Whether you want me to or not." Snickers is the bar of substance that sorts you out. When you are hungry – you are not yourself. We needed to find a way to tell a guy’s story in a more universally appealing way. For the cost of a box of Snickers, the activity generated 5,000 retweets and 390,000 media impressions. B&T's completely cool & fully supports the vegetarian lifesyle. As Snickers’ winning paper at the 2015 APG Creative Strategy Awards convincingly argues, it enabled Mars and BBDO to create communication ideas that drove fame, but was also so clear and compelling that it inspired the public to help build and tell the Snickers story. EAT A SNICKERS BECAUSE YOU RE NOT YOU WHY? In China, meanwhile, there is Snicker Gaokao, a program with Tencent built around exam time when everyone gets hungry. This was a big step as Snickers was already the most-famous chocolate brand in the country, with a long history of well-loved local ads. I enjoy making healthy meals for my family and baking my heart out. Remember, you're not you when you're hungry. They needed to come up with a way to revamp their marketing or they would not hold their position as the number one chocolate… When you're hypoglycemic, these chemicals surge to counteract insulin and get your blood sugar back up. They are ranked as the top favourite in America, closely followed by M&M’s and Reese’s. If you're able to satisfy a chocolate craving with a few chocolate kisses or a fun-size Snickers … Cheekface thank you for choosing cheekface booking: ghorbal@apa-agency.com media: andi@riotactmedia.com photo: Shab Ferdowsi Emphatically No., released 11 January 2021 1. You can be grumpy or irritable. I get hungry and grumpy andContinue Reading If you want that snickers bar, go … And with a budget of 20g net carbs per day, you can totally eat bacon and eggs all day just to be able to fit, oh I don’t know…maybe 5 or 6 of them into your plan? In its first full year, "You’re not you when you’re hungry" helped increase global sales of Snickers by 15.9% and grew market share in 56 of the 58 markets in which it ran—not bad for an 80-year-old, billion-dollar brand. One of the most memorable campaigns of recent years, Snickers’ ‘You’re not you when you’re hungry’, by BBDO Worldwide, was created in 2010 and continues running to this day. Featured image source: Vimeo/Cannes Lions. Come to think of it, you’re not thrilled with any of your meal options right now. Introduction Problem, Challenges and Motivation Literature Background MARS: Company Objectives Strategy Marketing Plan Methodology Research Questions and Hypothesis Coding Guidelines Table of Results Finding the Right Balance … Yes, you're at the table to eat, but you're also there to catch up with your fellow diners, so make them the star of the show. Explore common hillbilly sayings and where this term originates from. Packed with milk chocolate, peanuts, caramel and nougat, Snickers Singles Size Chocolate Candy Bars make a tasty chocolate treat. We could not have hoped for a better launch. Call Your Mom 4. WHEN YOU'RE HUNGRY BETTER? Get latest on all things healthy with fun workout tips, nutrition information, and medical content. “You’re not you when you’re hungry,” – Snickers Snickers is the number 1 brand chocolate according to Ranking Brands website. Think the Marianas Trench but in written form. A place for your favorite vegan recipes! We use a macros based approach because it lets us be flexible with our food choices. 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This had been pushing us toward targeting men using very "blokey" humor. // I'm going to be a hero, Dad. Bringing the Idea to Life We brought the idea to life through the creative construct of You’re Not You When You’re Hungry; a big and universal idea that came to life in multiple ways, through multiple touch points, across multiple markets. 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%. In market after market the campaign generated fame through earned and social media and by entering popular culture. Until these billboard ads, I'd found the "You're Not You When You're Hungry" campaign to be packed with non-sequiturs about things that supposedly would make me hungry. Get the very latest news and insight from Much like any Sylvester Stallone film or Guy Sebastian's entire career, this idea's so dumb it may actually work. For more about me, click here. Betty White is a 5 time Emmy nominee and one of the all-time best female actresses. When you opt for eggs without the yolks, you're not only missing out on some satisfying fat, but you're also reducing your intake of energizing B12, weight loss-boosting vitamin D, and a means of raising your good cholesterol. To this day, this Super Bowl ad remains one of my favorites. Achieving this would accelerate growth and help inspire all markets—particularly our "long-tail" of small markets—to unlock creative work with greater impact. 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