Snickers was losing market share to other global chocolate brands. This paper shows how Snickers’ big global idea ‘You’re not you when you’re hungry’ delivered creative work that got people talking about the brand. Using celebrities and big media placements, a variety of television ads displayed iconic females embodying certain hunger traits set in male-focused settings. The campaign resulted in Snickers’ most successful period of growth, increasing sales by 15.9% in one year, capturing market share in all but two of the 58 markets in which it ran, and growing global market share by US$376.3m