Last updated 4 months ago | Originally Published: August 30, 2023

How a Horse and a Super Bowl Ad Elevated Snickers to Stardom

Frank and Ethel, the couple behind the Mar-o-Bar company, were already known for the Milky Way Bar when they bought a 3,000-acre horse breeding farm. 

They had been contemplating a new candy bar, initially without a name. However, the death of their beloved horse, Snickers, led them to christen the bar in its honor.

First appearing on Chicago store shelves in 1930, the Snickers bar was priced at a mere five cents. 

Its milk chocolate, caramel, and peanut coating quickly gained a following across the United States. The couple then set their sights on global expansion.

However, the name Snickers hit a snag in the UK. Executives feared it sounded too much like “knickers,” a term for underwear in British English. 

The candy bar was temporarily rebranded as “Marathon Bar” for the UK market to avoid potential embarrassment. 

Eventually, the couple reverted to the original name, making Snickers a universal brand.

The Game-Winning Touchdown for Snickers

Thanks to a Super Bowl ad feat. Betty White, the candy bar’s popularity soared to new heights in 2010. The “You’re not you when you’re hungry” campaign became an instant hit. 

Betty White is seen getting tackled in a mud puddle during a football game. After eating a Snickers bar, Betty turns into a man named Mike, who then tackles the QB, played by American actor Abe Vigoda. 

This campaign significantly boosted Snickers’ sales and became a cultural phenomenon. Let us know in the comments if you remember this event.

Since then, the campaign has featured many celebrities and athletes, including Mr. T, Joan Collins, Willem Dafoe, Robin Williams, and even Elton John. 

Each has contributed to the Snickers mantra, “You’re not you when you’re hungry,” making it a staple in pop culture.