In 2010, Snickers launched the "You're Not You When You're Hungry" campaign, and with it came a solution -- Snickers bars.
But now Mars Australia is taking "hangry" to formulaic levels, introducing a "Hungerithm" that tracks the overall mood of the internet and adjusts the price of its candy bars at select 7-Eleven stores, accordingly (and in real time), as to promise some chocolate solace during particularly trying times. The world at large can learn much from this inspiring discount.
Created by Clemenger BBDO Melbourne, the Hungerithm launched first in Australia, tracking social media posts and analyzing up to 3,000 commonly used words and phrases to track the internet's mood. The responsive system, which the brand claims to understand sarcasm and slang, is updated more than 140 times a day and resembles the oscillating stock market charts, or perhaps mood rings, that is, if mood rings could give coupons.
If we're (un)lucky, in-store Snickers prices at 7-Elevens nationwide could plummet as low as 82 percent off, if, say, "Donald Trump receives Republican Party endorsement," leaving us, and the world as we know it, in shambles, while we pacify our grievances on a delicious, 50-cent Snickers bar. A discount is a discount.
Renee Lewington, Snickers marketing manager at Mars Australia, wants to make it known that Snickers is on the side of the consumers during trying times, with plans to roll out the Hungerithm globally. The company's executive creative director, Ant Keogh, pointed out the data-led idea brings the "You're Not You When You're Hungry" platform to life, which, based on the current date and time, is all the time.
At the time of publication, the internet is currently "mellow," which is a much calmer mood than it was an hour ago, when the internet was decisively "fuming," shifting the Snickers discount from $0.85 to $0.73. A quick look at the Snickers' mood-monitoring time table shows a peculiar trend, suggesting we are indeed living in difficult times -- the internet was throw into "fury" just two hours ago, and several times more before that, and on, and on, and on.