Summary
- 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.
“In life as in football, it sometimes helps not to lose sight of the humor completely. The joint Snickers spot should put the fans in the mood for the hopefully exciting football year with a lot of humor.”
– Jürgen Klopp
“Jürgen brings the same energy and passion to the Snickers campaign as he would to a top of the table clash, and that’s why he is the perfect person to front the next instalment of our hugely popular ‘You’re not you when you’re hungry’ series”
Kerry Cavanaugh, Mars Wrigley U.K. marketing director.
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.
