For the past 10 years Snickers has signed each of its campaigns with ‘You’re not you when you’re hungry’. In November 2019, in France, it took the tagline to the next level. Snickers imagined the consequences of hunger on its production teams in the real world. The brand replaced Snickers bars with Bounty bars, without touching the wrappers, and placed them at points of sale. 24 hours later, when everyone thought it had been a genuine error on Snickers’ part, it revealed the hoax via a film posted on Twitter, in response to #SnickersGate.
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