Check Out Snickers’ Brilliant ‘You’re Not You’ Tweet To Jeremy Clarkson

Snick­ers wants to make sure the ‘Top Gear’ host does­n’t go hun­gry on set, in a play on their ‘You’re not you when you’re hun­gry’ cam­paign.

Pat Hong By Pat Hong from Linkdex. Join the discussion » 0 comments

Increas­ing­ly, brands are try­ing to insert them­selves into the con­ver­sa­tions hap­pen­ing around trend­ing top­ics. Smart brands now rec­og­nize the val­ue of engag­ing con­sumers on social media in real-time, but often the cre­ativ­i­ty is lack­ing. Luck­i­ly, Snick­ers shows the pre­tenders how it’s done with a clever new tweet that has received a lot of love from Twit­ter users and ties into its “You’re not you when you’re hun­gry” cam­paign.


Snick­ers have inge­nious­ly cap­i­tal­ized on one of the biggest sto­ries of the week, the BBC’s sus­pen­sion of “Top Gear” pre­sen­ter Jere­my Clark­son, who alleged­ly hit the show’s pro­duc­er. Check out Snick­ers’ tweet pok­ing fun at the sto­ry:

With reports emerg­ing that Clark­son lost his tem­per after a dis­agree­ment over his sup­per, Snick­er’s stunt is laced with wit, rel­e­vance, and cheeky charm.

And the social net­work is lov­ing it; at time of writ­ing the tweet has already amassed more than 3,200 retweets and 2,400 favorites.

The mes­sage in red on the box plays into the brand’s “You’re not you when you’re hun­gry” cam­paign, in which var­i­ous celebri­ties act inap­pro­pri­ate­ly due to hunger before eat­ing a Snick­ers bar. The slo­gan debuted at 2010 Super Bowl:

UK audi­ences were treat­ed to a ver­sion star­ring Joan Collins, which debuted in 2012:

The adver­tise­ments gained a great deal of trac­tion with con­sumers; Cam­paign cre­ators Medi­a­Com report­ed that “over the 12 weeks of the launch cam­paign, we saw an increase in the num­ber of Snick­ers sin­gles sold in the Impulse chan­nel; 705,000 more bars than last year. We’ve also seen dou­ble dig­it growth in val­ue sales in some chan­nels.”

Real-Time Social Media Amplification

The tweet fur­ther ampli­fies what was already a high­ly suc­cess­ful cam­paign for the con­fec­tionary brand, and is the lat­est exam­ple of brands uti­liz­ing real-time social media mar­ket­ing react­ing to cur­rent events with speed and agili­ty.

Just a cou­ple of weeks ago, it was a bad pic­ture of a ques­tion­ably-hued gar­ment that set the Twit­ter-sphere alight. #The­Dress saw all kinds of brands join­ing in the debate to get some atten­tion. When the right tweet can mean mil­lions of engage­ments and new fol­low­ers, brands today are increas­ing­ly rec­og­niz­ing the val­ue of clever, cre­ative, real-time Twit­ter mar­ket­ing.

Pat Hong

Written by Pat Hong

Editor at Linkdex/Inked, Linkdex

Pat covers the SEO industry, digital marketing trends, and anything and everything around Linkdex. He also authors Linkdex's data analysis and reports, analysing the state of search in various industries.

Inked is published by Linkdex, the SEO platform of choice for professional marketers.

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