SNICKERS: "You're Not You When You're Hungry" Snickers, a Mars product, has for decades been positioned on one overriding brand attribute: Snickers is satisfying. By the early 2000s, Snickers was in a rut. Its positioning had grown stale; its sales and market share had flattened. During the 2010 Super Bowl, Snickers introduced a new advertising campaign. The new creative concept, "You're not you when you're hungry," became more successful than the company could have envisioned. It begins with a powerful and universal appeal...hunger. The concept lends itself to imaginative and entertaining advertisements and executions across media platforms. Mars has developed a campaign that is fully integrated across the range of print, TV, digital, mobile, positional, and other media, even packaging. The campaign has even been extended internationally, something not always possible with ads largely based on humor. When the campaign began, Snickers was losing market share. It did not take long for Snickers to pass M&Ms to become the world's best-selling candy, a position it still holds today. Snickers' contributes more than 10 percent to Mars, Inc.'s total annual revenues. The integrated marketing communications campaign is a very large part of this success.

(a) Beyond the obvious, what is the key brand message behind the Snickers "You're Not You When You are Hungry" campaign?

(b) Does Snickers communicate this effectively? How?