Satisfied: An enduring platform for an enduring bar

Some argue that in the fast and fluid world of modern digital marketing, big creative platforms have become obsolete. Big Data, behavioural targeting and timely and cost effective digital production mean brands are better built with highly targeted, tactical executions designed to engage audiences constantly on the lookout for the new, novel and personally relevant. Stunts, not stories, are the new norm. This paper demonstrates how the demands of modern marketing have actually made big creative platforms more valuable than ever. It is the story of how Mars and BBDO have used the Snickers ‘You're Not You When You're Hungry’ creative platform to help turn an iconic, almost 90-year-old American brand into one of the most innovative, talked about and respected brands in modern marketing. The insight and clarity of thought required to shape a big creative platform like ‘You're Not You When You're Hungry’ has allowed Snickers to react more quickly to consumers and culture, encouraged innovation across new media and technology, and made it easier for audiences to appropriate the brand and push it out into culture.