SNICKERS is taking its longtime “You’re Not You When You’re Hungry” campaign into the world of artificial intelligence with the launch of what the brand calls the world’s first digital candy bar made specifically for AI.
The Mars Snacking brand announced SNICKERS Hungr.AI, a digital version of the candy bar designed around moments when generative AI produces unusual, overly agreeable or inaccurate responses, commonly referred to as AI “hallucinations.”
SNICKERS is putting its own spin on those technological missteps by describing them as “hungry moments.”
For more than 90 years, the brand has used its “You’re Not You When You’re Hungry” message to connect hunger with out-of-character behavior. With Hungr.AI, SNICKERS is extending that concept to AI chatbots and digital assistants.
“SNICKERS has long been the remedy for out-of-character moments” said Ashley Gill, Brand & Content Vice President, Mars Snacking. “As generative AI becomes part of everyday life, we’re playfully reinventing the way SNICKERS connects with our fans in today’s culture. Whether it’s a person losing their cool or an AI chatbot consistently agreeing with you, the truth hasn’t changed: when you’re not acting like yourself, we believe you maybe just need a SNICKERS.”
Users who encounter an AI chatbot acting unusually can visit snickers.com/hungr-ai to get a digital SNICKERS Hungr.AI bar and offer their AI assistant a “byte.”
The promotion also gives consumers an opportunity to receive a real SNICKERS bar. People who engage with SNICKERS Hungr.AI on Reddit or Snapchat can receive a free candy bar delivered through DoorDash for a limited time, while supplies last.
The offer is available on a first-come, first-served basis to U.S. residents age 18 and older. A limited number of free SNICKERS bars will be available during the promotional period, which runs from Aug. 31 through Sept. 20, or while supplies last.
