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Snickers’ Ad with Jürgen Klopp ‘You’re Not You When You’re Hungry’

Jürgen Klopp in snickers ad campaign

Ad Campaign Details

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  • Campaign: Snickers “You’re not you when you’re hungry” featuring Jürgen Klopp
  • Product: Snickers candy bar
  • Target Audience: Adults, likely with a focus on football (soccer) fans
  • Location: Primarily Germany (potentially with broader European reach)
  • Goal: Reinforce the Snickers brand association with satisfying hunger pangs and improving mood.

Hangry Hangry Manager?

In 2019, Snickers launched an advertising campaign in Germany featuring Jürgen Klopp, the passionate manager of Liverpool Football Club at the time. This campaign played on the “You’re not you when you’re hungry” tagline, a signature element of Snickers’ marketing strategy.

The ad centers around a scenario where Klopp is shown playing table football with a group of much younger friends. He becomes noticeably frustrated and critical of their playing style, yelling at the table and questioning their tactics.

The ad then reveals that Klopp is actually a teenager himself, implying his hanger is causing his grumpy behavior. After eating a Snickers bar, he transforms back into his normal calm and collected self.

This humorous campaign uses Klopp’s well-known animated personality and passion for football to connect with viewers. By portraying the negative effects of hunger on someone as normally energetic as Klopp, the ad reinforces the idea that Snickers can quickly improve mood and restore a sense of normalcy.

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