The angrier the internet, the cheaper the Snickers in new work via Clemenger BBDO, Melbourne


Snickers_Hungerithm_1 copy 2.jpgThe Internet gets a little angry when it’s hungry. So Clemenger BBDO Melbourne and Mars Chocolate Australia have teamed up to create the Snickers Hungerithm – a hunger algorithm that monitors the mood of the Internet, and then lowers Snickers prices accordingly.

The angrier people get, the cheaper Snickers get, with prices updating over 140 times a day and dropping to as low as 82% off the normal shelf price. For example, if Donald Trump receives Republican Party endorsement, the price of a Snickers could plummet to 50 cents.

Snickers_Hungerithm_2 copy 2.jpgBuilt on a 3,000-word lexicon, the Hungerithm determines online mood by analysing around 14,000 social posts a day. It even understands slang, sarcasm and variations in context.

To claim their Snickers, users simply visit and click “Get a Snickers” to generate a unique barcode and head to any one of 7-Eleven’s 630 stores around the Snickers_Hungerithm_3 copy.jpgcountry. No downloading apps or printing vouchers is required.

Snickers marketing manager Renee Lewington says the Hungerithm is perfect for contentious times – such as the upcoming Federal election.

Says Lewington: “We’re hoping this shows consumers that Snickers_Hungerithm_4 copy.jpgSnickers is on their side during trying times, and we plan to satisfy even more hungry consumers by rolling the Hungerithm out globally in 2017.”

Says Ant Keogh, executive creative director, Clemenger BBDO Melbourne: “Considering how quickly the Internet can swing from a place of sharing and enlightenment to one of incredible vitriol, we felt this was the perfect way to bring the, ‘You’re Not You When You’re Hungry’ platform to life.

“A data-led idea that changes the price of a global FMCG brand is an amazing opportunity. To launch it at scale through 7-Eleven is something else again.”

The Hungerithm is designed to bring Snickers world-famous “You’re Not You When You’re Hungry” campaign into the digital age by tying it to real-time reactions to real world events. The campaign has previously featured high profile celebrities such as Betty White, Robin Williams, Joe Pesci and Willem Dafoe (as Marilyn Monroe).

The nationwide campaign runs until June 27 and includes video, digital, outdoor, PR and social elements that generate and respond to conversation around real world events

Client: Mars Chocolate Australia

Marketing Director: Matthew Graham

Brand Manager: Renee Lewington

Assistant Brand Manager: Heidi Keller

National Sales Manager – Retail: Shaun Thomas

Agency: Clemenger BBDO Melbourne

Executive Creative Director: Ant Keogh

Creative Directors: Evan Roberts and Stephen de Wolf

Digital Creative Director: Ben Keenan

Art Director: Jackson Harper

Copywriters: Shannon Crowe and Jim Robbins

Regional Director: Jennifer Chin

Group Account Director: Bryce Coombe

Senior Account Manager: Sam Ayre

PR Director: Nichola Patterson

Planning Director: Michael Derepas

Senior Planner: Matt Pearce

Executive Producer: Sonia von Bibra

Head of Interactive Production: Christian Russell

Community Manager: Will Barber

Senior Digital Producers: Nathan VanderByl and Ben Crowe

Digital Producer: Allan Ngo

Senior Digital Designer: Adam Hengstberger

Senior Developer: Andrew McLagan

Senior Full Stack Developer: Sylvain Simao

Frontend & Backend Development: Omar Mashaal (CHE Proximity)

Backend Development: Andrey Sidorov and Alex Best (CHE Proximity)

Technical Director: Bob Watts (CHE Proximity)

Project Delivery Lead: Adam Burnell (CHE Proximity)

Animation by Jacky Winter Group/Flutter

Director: Domenico Bartolo

Producers: Li Liang Johnson, Su Mei Chia

Artist: Mike Jacobsen

2D Animation & Compositing: Stephen Elliget, Chris More, Ash Millott