Unleashing Your Brand's Potential: A Journey from Features to Relatability

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In the realm of marketing, sticking to traditional methods often makes it easy to get lost in the crowd. Today, we take a trip down memory lane, exploring the evolution of traditional marketing strategies into more consumer-centric methodologies. Our travel companion? None other than the infamous brand, Snickers.

Initial Marketing Approach of Brands

Traditional Marketing primarily focused on building visibility for a company’s products and services. Its strategies were straightforward and emphasized the product’s features and benefits.

Case Study: Snickers

When Snickers first hit the market, their approach was similarly explicit. The brand heavily relayed its product properties, emphasizing the satisfying and tasty blend of ingredients its bars contained.

Progression to Brand Storytelling

As the marketing sphere evolved, it wasn’t enough to merely focus on product features. Brands started to craft a narrative around their products, nurturing more intimate relationships with consumers. Subtle brand storytelling became the weapon of choice.

Transition of Snickers’ Marketing Strategy

The transformation of Snickers’ marketing approach echoed this shift. Through clever alterations in packing and messaging, they shifted from simply selling a product to promising an enjoyable experience.

  • Their innovative packaging delighted consumers and created anticipation for the product.
  • The storytelling approach helped establish a more personable and relatable identity.

Integration of Human Experiences in Marketing Narratives

Brands learned that incorporating human experiences into their marketing narratives elevated their stories. It drove consumer engagement, traction, and customer loyalty.

Snicker’s Approach

Snickers applied this approach efficiently with their groundbreaking “You’re Not You When You’re Hungry” campaign. They identified a universal human experience (hunger leading to mood alterations), offering Snickers as the perfect solution. It was an incredibly relatable concept that sparked virality and resonated across audiences.

The Power of Relatability in Marketing

When brands make content relatable, it amplifies the message’s potency and fosters customer relationships. It humanizes the brand, making it less about the product and more about the shared experiences that resonate with audiences.

Snickers Leverages Relatability

Snickers brought this concept to life by creatively exploring the space of being ‘hangry.’ By beautifully marrying humor with a compelling presentation of their product, they reaffirmed their understanding of their audience’s struggles and positioned Snickers as the ultimate solution.

Understanding Customer Pain Points for Effective Marketing Strategy

Knowing your customer’s pain points align marketing efforts with user experiences, resulting in a more efficient and impactful marketing strategy.

Snickers’ Understanding of Pain Points

Snickers crafted a brand narrative encapsulating a pain point we all relate to – hunger-driven mood swings. Through this understanding, they successfully enhanced their communication of the product’s value.


From a focus on product properties to relatable narratives, Snickers’ marketing evolution has been quite a journey. Their successful transition from traditional marketing strategies to an understanding of customer pain points yielded a compelling brand narrative that resonates with audiences worldwide. So, give your brand’s marketing strategy the Snickers treatment. Understand your customers, incorporate human experiences and see those engagement levels skyrocket!

Feeling overwhelmed? Don’t worry – we’re here to help! Schedule a complimentary 30-minute consultation with our friendly experts at Dream Engine, and let’s discuss your project. It’s what we do best!


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