Snickers: You're not you when you're hungry. (LO1)

Snickers: You're not you when you're hungry.

In 2012 snickers begun their now infamous advertising campaign centered on the slogan “you’re not yourself when you’re hungry” with a television advertisement featuring a gym changing room with three men getting changed while a woman in a dress associated with the “diva” persona within the 1980s and 90s gives an upset speech about somebody “stealing her deodorant”. After some back and forth dialogue between the characters one of the men offers the woman a snickers bar, which she eats and transforms back into the man that she supposedly was before getting hungry and becoming a “diva” as the man who gives her the bar.

The advertisement focused heavily on the idea that men don’t want to appear womanly which is an effective use of stereotypes to create the precise message that the company was trying to create.   

While this advert focused very little on the chocolate bar in which it was trying to sell it was its humorous message, which resonated the most with the target audience of the product, which is mostly comprised of young NRS C or low B citizens who likely spend lots of time watching television or on the internet which is why having a humorous message is so important. As is the nature of social media the slogan “you’re not you when you’re hungry. Eat a snickers” quickly became a widely used joke (or meme). This essentially gave snickers a free form of online advertising as a product that would prevent you from making a fool of yourself in public (relating back to the original advertisement). The campaign has even featured endorsements from "you-tubers" (people who make youtube videos for a living)  to make videos which utilised the campaigns slogan. The channels featured were mainly "tutorial" channels which teach people how to do things through their videos. however in the videos featured they were performing far below their usual standard. At the end of each advert the snickers logo as well as the slogan "you're not you when you're hungry" was shown in a way that related back to the channel that was featured (for example the channel "Ultimate Handyman , which usually features a man showing the layman how to achieve success in DIY tasks around the house,  had the logo featured on the side of his drill.) This form of advertising would help the slogan reach a huge audience of different people all of whom utilise youtube. 

The fact that Snickers used the style of comedic advertising which they did as well as utilising social media connotes that they are attempting (and succeeding to) appeal to the the style of comedy which this band (NRS 2) of people would find amusing. This makes people remember the brand because of the joke and makes it for more likely that they will buy that chocolate bar next time they see it in a shop



A large bill board put up in a city centre (a place likely to contain the young people who snickers are trying to appeal to due to universities usually being in the city centre.) The advertisement features the famous image of Marilyn Monroe's dress blowing up with a mans face edited onto it which again connotes (due to the slogan being featured) that you will become more feminine if you don't eat the chocolate bar that Snickers is trying to sell you. Again the message is portrayed comedically which keeps this advertisement in line with the rest of the campaign.





Another series of posters from the campaign which portrays the message that you cannot act like yourself when you are hungry although this time it has been done slightly differently as that the message has been applied directly to the product itself. In the advertisement here the snickers name is featured on the wrappers of other chocolate bars owned by the same company that owns them (Mars.) this shows the message that you can't act normally when you're hungry.