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The confectionery category had been shrinking by 6% since 2007. Snickers needed to be relevant to Millennials—a demographic concerned with price over brand storytelling. We needed to transform "You're not you when you're hungry" into something that would connect with consumers who ignored conventional marketing.
We created an algorithm that monitored the internet's mood in real-time and adjusted Snickers prices accordingly—the angrier the internet, the cheaper the chocolate. This concept married creativity with data, turning social media negativity into a positive consumer experience. Instead of simply telling people "You're not yourself when you're hungry," we created a mechanism that demonstrated it at scale, transforming internet anger into a reason for celebration.
We developed an algorithm analysing 14,000 social media posts daily against 3,000+ words and phrases—including Australian slang and sarcasm—to measure collective anger. Through a partnership with 7-Eleven, Snickers prices updated 100+ times daily based on internet mood, with over 5,000 changes during the campaign. The experience was seamless: users monitored price tracking online, reactive social content alerted consumers to price drops, mobile vouchers could be saved to phones, and redemption at 7-Eleven completed the digital-to-physical loop.
