Making hungry people into happy people has become, in many ways, the signature Snickers move. The company's most popular, and most enduring, advertising campaign has featured the slogan “You're not you when you're hungry” for years, and it's been a phenomenal success.

Snickers is marketed as an effective method of satisfying hunger, which makes it a Hero brand. Its bold and humorous tone of voice adds the elements of the Jester archetype to its brand equity.

The "You're not you when you're hungry" marketing campaign was a massive success. In its first year of worldwide broadcast, it increased Snickers' world sales by 15.9% and gained market shares in 56 of the 58 markets where Snickers broadcasted the ads.

The Snickers campaign idea was to convince people that they are not themselves when hungry and are not acting as they should in a specific group. The ad solution for this problem is to eat a Snickers bar, ensuring you can be yourself and be part of that group.

Concurrent to becoming candy moguls, Fred and Ethel Mars owned a Tennessee farm, named the Milky Way Farm, that bred racehorses. Some of these horses became regular sweepstakes winners; Ethel's favorite was named Snickers. Alas, the horse died just two months before the couple released their new candy bar.

We've changed the tagline to 'who are you when you are hungry' which is a lot more relevant, but the proposition at the core is unchanged.

Brand personality is a set of human characteristics that are attributed to a brand name. Common ones are excitement, sincerity, ruggedness, competence, and sophistication. Brand personality is different than its imagery, though these creative assets should reflect a company's brand personality.

Simply put, a brand's personality is the set of human characteristics you attribute to that brand. Or, put another way - it's how you'd describe a brand if it were a person. A brand's personality shines through in brand messaging, images, and overarching marketing campaigns. Additionally, consistency is key.

Hunger is an emotion people could easily relate to no matter where they belonged. Any abnormal behaviour would mean that something is wrong and what's a better reason than the hunger for selling a nut-filled chocolate bar. In this way, MARS found a way to penetrate the global market and attract more buyers.

On August 1, 2022, American chocolate brand Snickers officially launched their special edition BTS x Snickers bar in purple packaging. Also featured on the wrappers are the names of the band's hit songs 'Never Mind', 'Spring Day', 'Make It Right', 'I'm Fine', 'Life Goes On', 'Save Me', 'For You', and 'Good Day. '

It's named after the Mars first family horse. Mar's wife Ethel had an affinity for one specific horse named Snickers. When he passed away before the release of a new candy bar (hint, hint), Frank decided to name it after the horse, hence the name, Snickers.

Snickers (stylized in all caps) is a chocolate bar consisting of nougat topped with caramel and peanuts, all encased in milk chocolate. The bars are made by the American company Mars, Inc. The annual global sales of Snickers was over $3 billion as of 2012.