Clemenger BBDO Resolves ‘Hanger’ with Snickers

Snickers have long been known as the chocolate bar that combats cravings.

Even before the launch of its You’re Not You When You’re Hungry campaign in 2010, the brand enjoyed success with its Hungry? Why Wait? ads in the early 90s, which played on a similar idea.

Always depicting characters who are angry, clumsy or underperforming when they’re hungry, it may therefore come as no surprise that the brand’s latest offering from Clemenger BBDO Melbourne continues to channel some of these characteristic emotions.

The initiative attempts to reverse the anger brought on by hunger by teaming up with convenience store, 7/11 and helping to relieve a feeling they call ‘hangry’.

Blaming angry online behaviour as a sign of hunger, the team created an algorithm to monitor when internet users are most in need of a Snickers.

In response to their reaction, Snickers prices will plummet to help angry consumers to restore their balance and keep them from acting irrationally. So, regardless of the bad weather, unreliable politics or occasional meteor, know that you’re never too far from a Snickers.

Analysing over 100,000 social posts per week and updating the price up to 144 times per day, the price of a Snickers could be reduced by as much as 80 percent.

"We’re hoping this shows consumers that Snickers is on their side during trying times and we plan to satisfy even more hungry consumers by rolling out the Hungerithm globally in 2017,” says the brand’s marketing manager Renee Lewington.

To get your discounted snickers, visit the Hungerithm app on your phone, where you'll be able to locate your unique barcode to presented on arrival at 7/11. Find out more about the campaign here.