Creative Marketing Solutions & Case Studies | 師兄 Creative Advertising Agency

The Challenge

Despite being an iconic brand worldwide, Snickers struggled with low brand awareness in Hong Kong. Limited marketing budgets made it even harder to carve out a unique space in the market, especially when restricted to executing the global creative idea, “You’re Not You When You’re Hungry.” This posed a challenge: How do we make the global concept resonate with local audiences in a way that feels fresh, culturally relevant, and impactful—without exceeding our budget?

The Solution

Rather than reinventing the wheel, we leaned into localization with a sharp, strategic twist. Hong Kong has a long history of public figures—especially politicians and celebrities—making verbal slip-ups that become instant viral sensations. We tapped into these cultural moments, linking them directly to hunger-induced mistakes in a way that felt organic and humorous. By strategically placing these references in media channels where our target audience naturally engages, we transformed Snickers into a pop-culture conversation starter. The campaign not only elevated brand recognition but also demonstrated how a global idea can be seamlessly integrated into local culture with the right insights.