I don’t know about you, but I’m borderline useless when I’m hungry (See: hangry). Here is a real-life picture of me when I’m hungry:
I’m going to go out on a limb and say “Starve to Death” is not on anyone’s daily to-do list. A Snickers candy bar is pretty filling and can be a tasty snack to stave off your savageness until dinner. Snickers tapped into this consumer insight and they did it beautifully by incorporating it into their branding and creating an entire campaign around it.
You’re not you when you’re hungry. Grab a Snickers. Snickers Satisfies.
The entire strategy can be said in 11 words.
“You’re not you when you’re hungry” doesn’t even sound like an advertising campaign. It’s just a human truth. No one likes to be hungry. The strategy is so simple and brilliant that it’s practically a breeding grounds for great creative executions.
See how simple the concept is? Literally anyone can grasp this concept and think of a way to creatively execute it.
Hunger isn’t some kind of new age trend or #hashtag either. Humans have been eating food ever we had to eat to stay alive … so yea … forever. It’s not even just humans, EVEN ANIMALS GET HUNGRY. This concept is so universal that animals could be in the target audience. [See Figure 1]
Who is the target audience? Basically anything that’s not a rock.
Just look at all of these creative ways Snickers has been able to effectively execute this strategy.
Not only are these ads entertaining, but they are also extremely effective in getting the message across. This also effectively builds on Snickers’ brand identity. Snickers even incorporated the campaign into its packaging.
Great market research leads to great consumer insights. Great consumer insights leads to great strategy. Great strategy leads to great creative execution. Great creative execution leads to consumer action.
Market Research > Consumer Insights > Strategy > Execution > Consumer Action
Many brands are great at some of these steps, but very few can nail every step. Snickers executed every single step beautifully and that’s why I love this campaign.