The iconic "You're Not You When You're Hungry" campaign has delivered ten years of success for Snickers. Stephen Whiteside from WARC explains why consistency, local relevance, and humor have all played a critical role in this outcome. Snickers "You're Not You When You're Hungry" marketing program celebrated its tenth anniversary earlier this year. The candy line, which is owned by Mars Wrigley, heralded the occasion with a typically irreverent Super Bowl spot that featured a giant Snickers bar being dropped into a massive hole in the ground - all with a tongue-in-cheek intent to fix a range of the world's problems, from adult scooters and selfie sticks to snooping smart speakers. In assessing the reasons behind Snickers' success, and to provide guidance for marketers looking to craft equally powerful work, WARC joined forces with sister company Cannes Lions to demonstrate how the candy brand has translated several marketing best practices from compelling theory into meaningful results. Alongside its accolades at the Cannes Lions, Snickers has placed in the WARC Effective 100 an annual breakdown of the most-awarded campaigns and companies in effectiveness awards shows four times. David Tiltman, WARC's vp/content, argued Snickers is a "rare example of a brand keeping a single creative platform in the market" in the long term. Mixing global strategy with local messaging A second contributor to Snickers' strong performance, Tiltman proposed, is the fact "it's a global strategy with local application. And it's a rare example of a campaign, which, from the very outset, was designed to have global appeal that can be expertly adapted to local markets. "The team were looking for a human truth with broad relevance that could unite Snickers global communication, but create the possibility for that local cultural insight." Campaign iterations everywhere from Australia, France, and the United Arab Emirates have claimed Lions with advertising that displays common traits while delivering local relevance. "To unify the work, the team works on global tone-of-voice guidelines, which include things like, 'If you've got to work at it, it's not down to earth enough,"" Walker said. Using celebrities initially was an effective tactic to elucidate the underlying principle of "You're Not You...", but the reliance on famous faces has dissipated slightly as familiarity with the campaign has grown. "The underlying idea has come more to the fore, and it's been applied to anime-game characters in a recent Japanese social campaign. And, in China, Snickers inserted itself into a highly relevant moment for young people: the threat of hunger while studying for the grueling gaokao exam," said Tiltman. While "You're Not You..." began as a TV campaign with a Super Bowl premiere, it has since "proved endlessly adaptable to different channels and different uses," he continued. "It's worked both as a brand-building message in mass-reach media, and as a way to reinvigorate short-term sales campaigns." An illustration in the latter category came from Australia, where Snickers analyzed sentiment on social media and lowered prices whenever levels of online anger rose and let consumers access barcodes for reduced price on their cellphones. Whether it is updating product packaging to feature hunger-induced conditions (like being "Testy" or "Snippy") or creating fake profiles on dating app Tinder to warn people against making bad decisions when they're hungry, malleability is a fundamental source of advantage for Snickers. "This is important, because all aspects of the brand's activity can reinforce the message," Tiltman said. "In turn, that builds recognition of the idea; it builds the distinctiveness of the brand; and it keeps tying Snickers back to hunger." Using the dying art of humor in marketing A final strength of the campaign, according to Tiltman, is its use of humor - an approach that has been constant since the first "You're not you..." ad starring a trash-talking Betty White. "There's evidence that humor has been used less in advertising over the past 20 years. And recent data from Kantar shows just how significant this decline has been. And this, of course, coincides with the rise of purpose and sort of seriousness in advertising, and also the shift to short-term sales tactics," said Tiltman. Multi-market campaigns, in particular, often avoid humor, as what is considered funny varies by market. And Tiltman referred back to "The Effectiveness Code" in demonstrating that tickling the funny bone is an impactful model. "Humor is a creative strategy we've seen in about 24% of work that leads to a sales spike," he said. "Snickers really backs this up, the platform allowed local markets to find what was funny for them." https://www.ware.com/newsandopinion/opinion effectiveness-insights-from-ten-years-of-snickers- Sources: youre-not-you-when-youre-hungry/en-gb/3892 1) In your opinion, why does humor effective for advertising appeal? (10 marks) 2) Based on the case above, suggest 1 (ONE) other potential advertising appeal for Snickers and explain the reason of your choice. (5 marks) 3) With the aids of diagram, explain on how does hierarchy of effect model takes place in attitude formation for advertisement. (15 marks) 4) As an appointed advertising agency, Snickers assigns your agency to design their new advertising campaign. Discuss advertising campaign parameter for Snickers. (20 marks)