The Snickers 'Hungerithm' Will Drop Its Candy Bar Prices When You're in a Bad Mood

Brand and Clemenger BBDO Develop a 'Hungerithm'

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Snickers wants to make it as easy as possible for you to grab one of its candy bars when you're pissed off and hungry, so along with its Australian agency Clemenger BBDO Melbourne, in Australia, the brand is dropping its candy bar prices whenever you feel out of sorts with the "Snickers Hungerithm." The special algorithm monitors the current mood of consumers online, and when it notices that people are starting to get angry, it drops the candy bar's prices accordingly.

For example, if something huge happens to enrage audiences -- as the brand notes in its statement, like if Donald Trump gets the endorsement of the Republican Party, the "Hungerithm" might send Snickers prices diving to as low as 50 cents.

Consumers need to visit Snickers.com.au to check out and claim a lower price by clicking on the "Get a Snickers" button. The site will generate a barcode coupon, which consumers can use at any of Australia's 630 7-Elevens, which has partnered with the brand to bring scale to the idea.

The idea uses data to drive thhe "You're Not You When You're Hungry" tag in a fun way. The Hungerithm updates more than 140 times a day, and the angrier consumers get, the lower the prices will go -- down to as much as 82% off its shelf price.

The Hungerithm is based on a 3,000-word lexicon and also understands slang and sarcasm. It will be applied to determine the sentiment of about 14,000 social media postings a day.

"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," said Clemenger BBDO Melbourne Executive Creative Director Ant Keogh in a statement.

And given that Aussies aren't the only ones who ever get pissed off, Snickers Marketing Manager Renee Lewington said, "We're hoping this shows consumers that Snickers is on their side during trying times, and we plan to satisfy even more hungry consumers by rolling the Hungerithm out globally in 2017."

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About

Credits
Date
May 25, 2016
Agency:
Clemenger BBDO Melbourne
Client:
Snickers
Marketing Director:
Matthew Graham
Brand Manager:
Renee Lewington
Assistant Brand Manager:
Heidi Keller
Retail Manager:
Shaun Thomas
Executive Creative Director:
Ant Keogh
Creative Directors:
Evan Roberts
Creative Directors:
Stephen de Wolf
Digital Creative Director:
Ben Keenan
Art Director:
Jackson Harper
Copywriter:
Shannon Crowe
Copywriter:
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 Producer:
Nathan VanderByl
Senior Digital Producer:
Ben Crowe
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