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The Snickers candy bar, introduced in 1930, was launched with the slogan “Candy at its Best” — largely to set it apart from the highly competitive candy bar market at the time.
However, the brand was known as “Marathon” in the UK from 1968 to 1990, and it had its own slogans and ads dedicated to that region.
The slogans “Don’t let hunger happen to you” (2002) and “Hungry? Why wait?” wanted people to take action and buy Snickers from the first signs of hunger.
Snickers positioned itself as the solution to your problems, using ads with imperative commands and rhetorical questions to create urgency and satisfy your hunger immediately.
In keeping with its hunger trend, Snickers launched its “Hungry? Grab a Snickers” campaign in 2003.
In 2004, Snickers launched its “Make it Happen” campaign—shifting its message a bit.
While earlier ads/slogans positioned the candy bar as a hunger solution, this slogan presented Snickers as an energy source for achievement.
Later that year, the candy brand added the “Most nuts ever!” slogan, emphasizing its peanut content.
Snickers started up its “Most Satisfying” ad campaign in 2006.
The new tagline highlighted the candy bar’s core promise of delivering both hunger relief and enjoyment—by showcasing its irresistible combination of peanuts, caramel, and chocolate.
In 2007, Snickers introduced two notable slogans.
“It’s what you would want” spoke directly to consumer cravings, positioning the candy bar as the source of all your wants and desires.
The companion slogan, “Get some nuts,” highlighted the chocolate bar’s peanuts via bold, direct ads to consumers.
By 2010, Snickers launched its “Satisfies” campaign, distilling the brand’s message into a single, potent word.
The slogan was super simple and captured the immediate fullness a Snickers bar delivers.
In 2010, Snickers updated its slogan again with the “You’re Not You When You’re Hungry” campaign—where it was first launched during Super Bowl XLIV.
The Super Bowl commercial featured Betty White as a struggling football player who returns to normal after eating a Snickers bar.
The campaign humorously highlighted that hunger alters personality and resonated across television, social media, and print platforms.
Each advertisement showed celebrities in irritable, irrational states of hunger, followed by their transformation back to normal after eating a Snickers bar.
This is one of Snickers’ most popular ad campaigns to date.
Beyond its “You’re Not You When You’re Hungry” campaign, Snickers, later that year, added a gentler tagline, “Maybe you just need a Snickers” — suggesting a straightforward solution for hunger-induced mood changes.
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