I got a rare look inside the Snickers strategy while at BBDO.
Here’s what most people miss. You’ll notice every Snickers ad is the same: “You’re not you when you’re hungry.” Despite their cookie-cutter approach and more than 15 years later, Snickers consistently manages to strike the perfect balance. Most strategists overlook the ‘problem’ 🚫They're writing it like it's a problem for the business. The problem should be from the consumer's point of view. ALWAYS. Ask: What's the problem that our product helps solve for our consumers? For Snickers, it’s ‘Guys are acting out with friends when they're hungry.’ Solve the consumer problem, NOT your problem. That's how we got to Snickers iconic “You're not you when you’re hungry” Next week, I’m running a free workshop on AI-Powered Strategy Decks: 5 Strategy Frameworks With full breakdowns and more examples. It’ll be recorded, but seats are limited. 👉 Sign up here:https://lnkd.in/gBr78acV
Here’s what most people miss.
You’ll notice every Snickers ad is the same:
“You’re not you when you’re hungry.”
Despite their cookie-cutter approach and more than 15 years later,
Snickers consistently manages to strike the perfect balance.
Most strategists overlook the ‘problem’
🚫They're writing it like it's a problem for the business.
The problem should be from the consumer's point of view. ALWAYS.
Ask: What's the problem that our product helps solve for our consumers?
For Snickers, it’s
‘Guys are acting out with friends when they're hungry.’
Solve the consumer problem,
NOT your problem.
That's how we got to Snickers iconic “You're not you when you’re hungry”
Next week, I’m running a free workshop on AI-Powered Strategy Decks: 5 Strategy Frameworks
With full breakdowns and more examples.
It’ll be recorded, but seats are limited.
👉 Sign up here: https://lnkd.in/gBr78acV