Snickers launches Hungry Skies to tackle in-flight stress

Snickers, renowned for its "You're Not You When You're Hungry" campaign, is soaring to new heights with its latest marketing endeavor, "Hungry Skies." Building on its global growth of over 13% in 2023, the iconic candy bar brand aims to alleviate in-flight tensions while capitalizing on the resurgence of post-pandemic travel.
The 45-second ad, aptly titled "Hungry Skies," humorously depicts a chaotic airplane scene plagued by unruly passengers engaging in disruptive behavior. From incessant call button pushing to impromptu yoga sessions and emotional support snakes, the flight is a microcosm of airborne stress. However, the tide turns when a flight attendant distributes Snickers bars, transforming the atmosphere into one of tranquility and peace.

Matt Low, Senior Vice President and Creative Director of BBDO, expressed: "When we noticed that Snickers had never extended their iconic You're Not You When You're Hungry campaign to travel, we knew Snickers had to come to the rescue." The decision to expand the campaign to the skies resonates with the brand's ethos of providing relief to hungry and stressed individuals.
With incidents of unruly passenger behavior soaring by approximately 70% since 2019, the "Hungry Skies" campaign strikes a chord of relatability. The surge in post-pandemic travel has exacerbated tensions, making flying an increasingly stressful experience. By addressing these issues head-on, Snickers aims to position itself as the ultimate antidote to in-flight woes.
The campaign will initially roll out across TV, digital, and social platforms in the U.S. and Australia before expanding to over 30 countries, including Asia, Africa, the European Union, Brazil, Mexico, China, and the Middle East, by the first quarter of 2025. Through "Hungry Skies," Snickers endeavors to not only boost its brand presence but also provide travelers worldwide with a much-needed moment of levity amidst the turbulence of modern air travel.