You're not you when you're hungry  (2012)

Effectiveness Company of the Year sponsored by Thinkbox Gold award winner Best International sponsored byVelti

Campaign: You're not you when you're hungry
Brand: Snickers
Client: Mars
Entrant: Abbott Mead Vickers BBDO
Principal Author: Alex Lewis - Abbott Mead Vickers BBDO
Contributing Authors: Peter West - Mars, James Miller - Abbott Mead Vickers BBDO
Credited Companies: Snickers - Client, BBDO New York - Integrated Agency, BBDO Worldwide - Integrated Agency

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Snickers was losing market share to other global chocolate brands. This paper shows how Snickers’ big global idea ‘You’re not you when you’re hungry’ delivered creative work that got people talking about the brand. Using celebrities and big media placements, a variety of television ads displayed iconic females embodying certain hunger traits set in male-focused settings. The campaign resulted in Snickers’ most successful period of growth, increasing sales by 15.9% in one year, capturing market share in all but two of the 58 markets in which it ran, and growing global market share by US$376.3m.

Judge's Comments:

The judges loved the way Snickers took a universal insight and successfully made it locally relevant in a large number of different markets. A deserving winner of the Best International prize through its achievement of global reach and scale combined with local activation.