Ad of the Day | Snickers and CLM BBDO Team Up for #SnickersGate

Nov. 26, 2019

For the last 10 years, Snickers©'s (a brand of Mars Wrigley group) base line campaign has been «you  are not you when you're hungry».  The brand and its agency in France, CLM BBDO wanted to show consumers what might happen if its own employees were hungry.

To demonstrate the idea, the brand surprised consumers by disguising Bounty Bars as Snickers, upsetting fans who took to Twitter to voice their questions and complaints. In just a few hours the hashtag #SnickersGate went viral, sparking over 20,000 interactions.

The candy brand let the sensation continue for 24 hours before finally letting their fans in on the hoax, with the spinoff tagline “We’re not us when we’re hungry”. A reminder that nothing satisfies like a Bounty Snickers. The operation was turned into a case study.