In this episode of Why It Works, host Matthew Wellington breaks down one of the most iconic marketing campaigns of the last two decades: Snickers’ “You’re Not You When You’re Hungry.” Discover how a global brand used a single behavioural insight to fuel creativity, drive sales, and reshape cultural language—all while being hilariously memorable.Whether you’re running a small business or marketing a side hustle, this episode will show you how to apply the same behavioural principles to boost your own brand.What You’ll Learn:The origin story of the Snickers campaign and how it went globalThe creative structure that made every ad landWhat made the campaign effective from a behavioural science perspectiveHow humour, identity, and consistency worked together to drive resultsPractical takeaways for small business owners looking to build standout marketing🧠 Behavioural Insights Covered:Identity and cognitive dissonanceLoss aversionAffective primingHumour and memoryProcessing fluency🎯 Want Actionable Advice?Book your free Quick Wins Call with Market Behaviourally. In just 30 minutes, we’ll identify one behavioural tweak you can apply today to make your marketing work smarter—not harder.👉 Book now at MarketBehaviourally.com/optin📩 Stay in the Loop:Subscribe, leave a review, and share this episode with a fellow business owner who wants to market more effectively.

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