Our solution was to make consumers a direct part of the “You’re Not You When You’re Hungry” campaign by providing a way for them to express their hunger symptoms when they buy the actual bar. By personalizing the bars with various hunger symptoms, like “Cranky”, “Loopy”, or “Curmudgeon”, we gave consumers a say in how hunger affects them, and provided an immediate solution in the bar itself.

We wanted to give consumers a wide range of hunger symptoms to choose from, and distributed them randomly, so the experience of buying a Snickers would feel fresh every time.

The campaign saw a 16% jump in Snickers bar sales during the first 4 weeks of the rollout. On social media, the mentions of the hunger symptoms featured on the bars garnered 6,669 mentions and 19.7 Million impressions.