Snickers "#SnickersGate we’re not us when we’re hungry."

#SnickersGate we’re not us when we’re hungry.

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, which you can find here: https://youtu.be/OCJegWlGLTA

The film can also be downloaded on the press page: http://rp.clmbbdo.com/snickers-gate-en

Advertising Agency: CLM BBDO, France

Creative Directors: Benjamin Dessagne, Stéphane Santana
Vice President: Julien Lemoine
Art Director: Théophile Robaglia
Copywriter: Joseph Rozier
Sales Director: Judith Romero
Customer Director: Meigge Sauvaget
Advertising Manager: Lisa Perrot
Head Of Social Media: Fabio Iazzetta
Social Media Consultant: Youcef Boualem
Head of Production: Isabelle Darroman
Producer: Pierre Boudin
Video Editor: Philippe Bienaimé
Post-Producer: Laurianne Freguin
Communication / Influence Manager: Marion Weill-Collange
Communication / Influence Consultant: Fanny Sachot
Production: Big Production
Director / Chief Operator: Christophe Deroo
Production Directors: Nazha Dhamani, Marc Fuentes
Producer: Nizar El Tayeb
Sound: Schmooze
Calibration: Back-Up