Which slogan anchored Snickers’ global advertising campaign launched in 2010 with celebrities playing hungry people?

“You’re not you when you’re hungry” anchored Snickers’ global advertising campaign launched in 2010.

The campaign used comic situations in which a person behaved unlike their normal self because hunger had changed their mood or judgment. After eating a Snickers bar, the character returned to their usual personality. The first major execution featured actress Betty White playing an irritable football player, making the product benefit easy to understand through humor.

Snickers extended the idea internationally with different celebrities and culturally adapted commercials. The campaign became one of the brand’s defining modern marketing platforms because it turned an ordinary hunger-related feeling into a repeatable advertising device: hunger temporarily makes someone “not themselves,” and Snickers is the solution.

The slogan is sometimes confused with Kit Kat’s “Have a Break, Have a Kit Kat,” another globally recognized confectionery line. They belong to different brands and express different product ideas: Snickers addresses hunger, while Kit Kat centers on taking a break.