Our campaign was inspired by the popular term “Hangry,” which is often used to describe a person who is so hungry that they’re angry. We used this device to coin a whole new set of words that could describe how you’re feeling when afflicted by multiple hunger symptoms at once, such as “Bloopy” [Bad Judgment + Loopy] and “Confulish” [Confused + Foolish]. These new kinds of hunger could only be satisfied by this new Snickers bar, which we communicated through our line, “Hunger keeps inventing new problems, so we invented new Snickers Crisper.”

Through broadcast, social, product innovation and original music, we brought these humorous new hunger symptoms to life. In TV, we portrayed a “Bloopy” mom, a “Confulish” figure-drawing model and a “Dimpatient” interviewee. In social, we created hungry music videos that utilized Facebook’s silent autoplay functionality––with the sound off, these appeared to be normal music videos. But when clicked, users could hear how these new hunger symptoms affected these singers. We also created a line of original products designed to help you cope with these new hunger symptoms and sold them on EBay, such as a combination Tissue Box/Swear Jar for when you’re feeling “Sulgar” (Sad+Vulgar). Finally, we created the first-ever album of original songs by a brand, called “Starving Artists”. In each track, we mashed up musical genres such as gangsta rap and yodeling to create a song that could only be described as “Aggroopy” (Aggressive + Loopy).

-Over 1.2 Billion Impressions

-Pop Singer and Rock Band far surpassed Facebook’s Newsfeed view-through-rate .3% with a VTR of .91% and .85% respectively. These is especially good considering that these videos are longer than Facebook’s recommended length.

-People actually spent upwards of $89.99 for the ridiculous products we sold on Ebay––guess we underestimated the demand for Punching Pillows.

-Over 1500 people followed our “Starving Artists” playlist on Spotify, which outperformed a playlist of Top 40 Grammy Nominees. We received over 16,000 streams for a total 32,000 minutes. This is especially impressive considering most brands run sponsored playlists with 3rd party songs, while we drove listens via original content.

-The internet took the idea and ran with it. People got into the spirit of combining and creating their own words to describe their hunger symptoms on social media.

Our campaign was created to launch the new Snickers Crisper product to target “Hangry” consumers and continue to build brand relationships. Since our target audience was so broad (ages 13-47), we needed to create specific content for multiple media such as TV, Facebook, online video, Spotify and eBay that could reach each audience to communicate our message “Hunger keeps inventing new problems, so we invented new Snickers Crisper.

Our target was consumers ages 13-47, so our approach would need to be broad reaching enough to capture this huge age span, but targeted enough to get in front of them when they might be on-the-go and hungry. Therefore, we looked to TV (for reach) and Facebook, Spotify, online video and EBay for specific content plays designed to target each audience throughout their busy lives.

Since new Snickers Crisper is an evolution of the classic Snickers bar, we evolved our famous “You’re Not You When You’re Hungry” campaign to point out the newness of the product. This core insight took on new meaning when we looked to the popular term “Hangry;” which demonstrated the social currency of creating words to describe hunger symptoms. As the owners of hunger, we knew we could dominate this space with new and sticky words to fuel the social conversation.

Our challenge was to launch a new brand extension, Snickers Crisper, while not straying from the core insight behind our successful global Snickers campaign -- “You’re not you when you’re hungry.” Our goal was to show how Snickers Crisper could remedy your hunger symptoms in a new and fresh way.