SNICKERS®' Evolution into Everyday Moments
Project Overview: SNICKERS® sought to refresh its iconic "You're Not You When You're Hungry" campaign for the short-form digital era, with 6 second and 15 second ad concepts with a specific focus on engaging African-American men ages 18-34. The goal was to maintain the campaign's broad appeal while creating more specific, culturally relevant content.
Client
Snickers
Role
Creative Strategy & Direction
Creating Memorable Product Associations in Second Seconds
• Adapt the campaign for short-form video platforms (TikTok, Instagram Reels, YouTube Shorts)
• Increase brand relevance among African-American men
• Showcase relatable, everyday moments where hunger impacts performance
• Demonstrate how SNICKERS® can quickly improve mood and focus
• Create memorable product associations by tying SNICKERS® to real-life situations that resonate with our audience, reinforcing its role as the go-to solution for hunger-related challenges.
The Look:
Setting: A friend's Saturday cookout with good food and friendly competition. Four close friends who regularly play Spades together have been waiting on this moment all week.
Scenario: One player, usually unbeatable at spades, starts slipping up. We hear his stomach growl, he’s not at his best, putting his team in a tough spot.
Resolution: After grabbing a SNICKERS®, he’s back in the game, makes a play that saves face and secures the win for his team.
The Line Up:
Setting: A college dorm room where a friend, known for his skills with clippers, is about to give a haircut.
Scenario: Hunger hits, and suddenly his usually steady hand is shaky, leaving his boy's line-up looking rough.
Resolution: A quick SNICKERS® break, and he's back to his A-game, turning what could've been a disaster into his usual sharp line up.
