Topics: Snickers, Audience theory, Audience Pages: 5 (1870 words) Published: March 31, 2015
“You’re not you when you’re hungry”
--Snickers case study

Advertisements have become one of the most important part of people’s daily life. We can see and hear advertisements almost everyday from hundreds and thousands of media platforms, it becomes difficult to avoid them because they are so pervasive. However, not every advertisement can attract people’s attention, some ads that only simply state the functions of products and why people need them, this kind of ads are eliminating from markets gradually. Now, advertisements producers are using rhetoric to propaganda their products and services more vividly, Snickers is no exception. Snickers ads’ “You are not you when you are hungry” series is a successful case, they are not with bold, exaggerated pictures and appealing sounds but funny spots and surprising endings. Furthermore, according to most of their ads, unlike other consumer products which is aimed at targeting all types of customers, snickers tends to concentrate mainly on men, especially those who always have large physical activity energy expenditure. In the rest of the article, i am going to introduce more about the target audience and my further analysis.

Lost and regained
Snickers is the most poplar chocolate bar in the world, it belongs to MARS Ltd which is famous of candy business. In recent years, snickers was growing globally but slowly compared to its competitors. “Part of the problem was Mars's decentralized structure, which meant that the brand had a global footprint but lacked the true global positioning it needed to drive sales, market share, and penetration.” That’s why “you’re not you when you’re hungry” came out. The primary objects of this campaign were to give snickers a global brand idea indeed, including to find back the brand’s frame, to reverse the sale decline and to expand the range of market. First of all, the campaign series used a TV-leading media strategy combined with out-door ads and social media activities to deliver the brand’s fame. According to Peter Field, “Fame is not simply about generating brand awareness ”, it is also related to the word about the brand came out of people’s mouths. If snickers improved its reputation, when customers are facing varieties of candy bars, there has more possibility that they are going to pick snickers. And they achieved this goal within just 3 months. The number of snickers searchers increased over 18000% incredibly on YouTube. In 2007, snickers’ sales were bad enough that it only had 6.2% growth in whole year all over the world. Compared to other chocolate brands which are also from MARS Ltd, snickers was at the bottom of the list that earned only 150million dollars. To some extend, it did not make a profit that year. However, based on the continuously rising popularity, the sales and market shares had an excellent penetration. It is evident that what the table below shows.( Table 1)

Average of all ads
Snickers’ campaign series
Market share
(Table 1, source: Winner, Cannes Creative Effectiveness Lions, 2012 report)

From this table, it is significant that all data about snickers’ consumption had had a distinct rise that makes the second and third objectives come true.

Who and why
In the introduction, it was mentioned that this campaign’s target audience mainly locates at young male. It not only focuses on young men who play sports, but also on any other physical works. For example, is one of the campaign series launched in USA market, and it has a large mount of viewing because Betty White plays the main role of a football player. Betty White is a famous 80-year-old actress who won TV comedy actress for Hot in Cleveland. In the ad, she runs towards the ball but gets tackled by the opponent, her teammate is so anxious and says:”Mike, you are playing like Betty White out there!” This script shows that who Betty White played is...

References: Bignell, J. (2003). Media Semiotics An Introduction (2nd ed.). NY, US: Manchester University Press. (Original work published 1997)
Dyer, G
Danesi, M. (2006). Brands (1st ed.). NY, US: Routledge.
Marketing Tango. (2013, July 10). Finding a value in your brand attributes. Retrieved March 15, 2015, from
Field, P
Heskett J., Sasser, E. and Schlesinger, L. 2003 The Value Profit Chain Free Press, London
Stacer, P. (2014, April 27). Targeting men in snickers ad series [Web log message]. Retrieved March 15 2015, from
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