Snickers: The King of the Candy Bars
Snickers—nougat, caramel, peanuts wrapped in milk chocolate—has been satisfying hunger since 1930. Launched by Mars Inc., its name came from the Mars family’s beloved horse. A humble origin in Chicago, sold for just 5¢, to global dominance—Snickers now ranks the best-selling candy bar in the world with annual sales skyrocketing past $380 million.
Who Makes the Magic?
Snickers is crafted by Mars, Incorporated, a private food giant started in 1911 and still family-owned today. Mars isn’t just about candy—it’s also big in pet food, gums, and more, clocking in around $45 billion in revenue. The candy segment—Mars Wrigley Confectionery—operates out of Chicago and Hackettstown, pumped out of factories worldwide including Chicago, Veghel (NL), and Ballarat (AU).
Timeline: A Bite Through History
- 1930 – Snickers debuts, named for a horse. First sold for five cents in Chicago.
- 1968–1990 – In the UK & Ireland, it’s called “Marathon” until aligning globally as Snickers in 1990.
- 1984 – Becomes official snack of the Los Angeles Olympics, flexing its hunger-banishing muscles.
- 1989 – Snickers Ice Cream Bar lands—cold, creamy satisfaction.
- 2010 – The now-iconic You’re not you when you’re hungry slogan and campaign launch.
- 2019–2021 – Flavor lines like Snickers Crisp, Creamy Peanut Butter, Caramel Intense, Max Nuts debut.
Marketing Campaigns: A Feast of Humor
You’re Not You When You’re Hungry (2010–present)
This was the game-changer. Celebrities like Betty White in a 2010 Super Bowl spot steal hearts—and laughs—as hungry wrecks who snap back to themselves after a Snickers. Other stars have included Mr. Bean (Rowan Atkinson as a kung-fu disaster), Liza Minnelli, Robin Williams, and Danny Trejo as Marcia Brady (with Steve Buscemi as Jan).
Betty White: A Legendary Tackle
In the 2010 spot, Betty tries her hand (or shoulder) at football, gets repeatedly tackled, then chows a Snickers and magically becomes a young man again—classic. The ad went viral and boosted Betty’s pop-culture resurgence.
Mr. Bean Goes Kung Fu
Rowan Atkinson reprises his silent-mischief role in a UK ad. He’s a bumbling kung-fu guy who only sorts himself out after a Snickers—stick around for his silent grin and epic incompetence.
The Brady Bunch Remix
Super Bowl XLIX saw Danny Trejo as Marcia Brady freaking out. A Snickers solves her meltdown, then Steve Buscemi shows up as Jan—because only he can capture teenage angst. The clever twist got applause from critics.
Other Iconic Spots
- “Game”, “Road Trip”, “Coach”, “Cards” – directed by Craig Gillespie, these BBDO-produced spots turn ordinary scenarios into hunger-induced chaos, resolved only by Snickers.
- Controversy: A 2008 UK ad with Mr. T was pulled after criticisms for offensive content—reminding everyone that edgy humor can sometimes miss its mark.
Product Diversity: More than Just “Classic”
Snickers has spun off numerous variants: mini-bars, dark, white, almond, hazelnut, pecan, peanut butter, protein-packed, extra caramel, espresso, fiery, sweet‑&‑salty and more. There’s even Snickers pudding and pie mix from a recent partnership with Jel Sert.
Why It Works: Witty, Relatable, Unforgettable
Snickers is all about solving a universal problem: hanger. Its ads turn mood-swinging, awkward behavior into laughable moments—then give audiences the satisfying fix. Use of beloved cultural icons and cheeky humor drives connection and memorability.
Final Take
From its 1930 horse-y origins to multi‑million sensations in Super Bowl history, Snickers has built a legacy of laughter alongside hunger-busting chocolate perfection. Whether you call it Marathon (UK, pre‑1990) or crave a good laugh, this candy bar delivers every time.
