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 <strong>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.
