2020 marks the 10th anniversary of SNICKERS “You’re Not You When You’re Hungry” campaign. Over the years, the campaign has gained a cultural foothold, making the brand synonymous with people acting humorously out of sorts.

The new challenge was to find a way to evolve the campaign, making it relevant to a rapidly changing audience and span a wider media landscape, while retaining SNICKERS sense of humor and personality.

Make it surprising and new, but still familiar. Make it far-reaching and audacious, but still relatable. And launch it all on America’s biggest and most scrutinized stage – the Super Bowl.

Drawing on growing public sentiment that the world was a bit out of sorts – from politics to technology creep to rapidly changing social and cultural attitudes, we thought that if a regular SNICKERS can get one person back on track, maybe a giant SNICKERS could “Fix the World” on a global scale.

“Fix The World” was released at a time when people all over the world, especially in the US, shared the sentiment that things were more out of sorts than ever – from politics to technology creep to rapidly-changing social & cultural attitudes. We knew that people could feel it, and by coming right out and saying it, in a tongue-in-cheek way, SNICKERS message could land with a wide audience.

Our original and user-generated teasers identified modern problems, a 2-ton+ Guinness record-breaking SNICKERS was built, and a Super Bowl ad dropped the giant SNICKERS into the earth to fix it all.

We then took credit for good things that happened after the SNICKERS was dropped in the hole via TV/OLV spots and across organic social for great news that happened over the following months – the underdog Chiefs winning the game, the asteroid that narrowly missing the earth, Netflix dropping their annoying auto play feature, etc.

The campaign inspired an overwhelmingly positive response in mainstream and social media, garnering 2.16B impressions overall and 11.3M Earned Impressions on Twitter alone, resulting in #SNICKERSFixTheWorld becoming a trending topic on Twitter during the game.

Consumers joined in, tweeting #TheSNICKERSHoleIsWorking wherever they saw good news in the real world and in their own lives, with an alarming number expressing hope that certain politicians might fall in the hole one day.

The work earned top consumer and industry rankings, and placed SNICKERS top of mind, even reaching the elusive GenZ audience with a TikTok activation that earned over 118M Total Impressions (266% above benchmark), over 2B Video Views (157% above benchmark), and 1.3M Video Submissions with #SNICKERSFixTheWorld (141% above benchmark). we saw immediate sales results: SNICKERS returned to growth after years of decline with category-beating sales lift of 7% vs category’s 1% during the 8-week activation.