Snickers' positioning has evolved over time from 1990-2012. It was initially positioned as a meal replacement and source of energy using bold fonts and references to horses in ads. In 2010, Snickers adopted the global brand idea of being a "hunger satisfier and energy booster" that helps improve mood. This idea was highly successful, driving an 8% sales increase in the US. The "You're Not You When You're Hungry" campaign exemplified this positioning change, conveying a consistent message across 40 markets through qualitative research into consumers' psyche. Snickers' positioning has smoothly evolved while staying true to its core DNA as a candy bar.

1. Defining Positioning Evolution
Ali Salama

2. Brand selected:
Industry: Confectionery
Material reviewed: TV Ads – Advertorials – Press Ads – Web banners
Period reviewed: 1990 - 2012

3. Snickers is a meal so:
• Bold masculine font Beat Your Hunger
• Snickers is a name
of a horse which
reflects power
• Reflects athletic
youth brand
Snickers provides energy so:
You Don’t Stop

4. Emotional appeal, with no rational
reference* ,that position Snickers as a
hunger-satisfier meal and energy
provider rather than a candy bar.
* Snickers doesn’t provide more calories when compared to most of marketed candy bars

5. * As per kotler’s definition

6. •
•
*According to BBDO/BBDO New York brief
** “You’re Not You When You’re Hungry” campaign was based on qualitative research in 40 region to dig deeper into the male
psyche and they came up with consistent theme across each of them was that men seek acceptance amongst their mates

7. Hunger satisfier Energy Booster Mood adjuster

8. http://www.youtube.com/watch?v=vW6ZXHWva
Gc

9. 1- Snickers 2- Inspite of being in the 3- “You’re Not You When
confectionary industry You’re Hungry” is one of
positioning is unique,
since 1930, snickers the most successful global
yet broad to started adopting the global campaigns that was able
accomodate the brand idea ,only, in 2010 to be stretched across 40
smooth and continous and with huge sucess. markets and drive real
evolution of the business results.
positioning without
* Growing total volume sales by
detachment from * Awarded Gold Effie Winner 8% in USA after 3 months and
Snickers DNA. award for the best global acheiving the 4th best selling
branding campaign in 20111
candy in 20112

10. 1. Effie® Awards: http://www.effie.org/
2. http://www.cnbc.com/id/43847058/America_s_Favorite_Cho
colate_Candies
3. http://www.weightlossresources.co.uk/calories/calorie_counter/c
hocolate_sweets.htm