New Snickers Packaging Makes It Easier Than Ever to Insult Your Hungry Friends

Food and beverage companies have been playing around with their packaging lately. Chipotle recently emblazoned its cups and paper bags with short essays from famous authors and Bud Light rolled out cans with localized NFL team logos as part of its #MyTeamCan campaign. When Coca-Cola tweaked its iconic label last year, the beverage giant went straight for the heartstrings, putting names on their labels to encourage customers to “Share a Coke” with a friend or loved one. And this effort contributed to a 2 percent increase in sales, according toThe Wall Street Journal.

Now Snickers is having some fun with its packaging—except the candy bar is forging a different path from Coke. Instead of going for an “aw shucks” moment, Snickers’ bars will now express a hunger symptom in place of “Snickers” on the label. But they aren’t exactly flattering terms. The list includes “Cranky,” “Snippy,” “Ornery,” “Impatient,” “Whiny,” “Drama Mama,” “Princess” and “Feisty.” The new packages are called Hunger Bars, and there are 21 different hunger symptoms in all.

The candy-bar brand even made this two-minute commercial to explain its new Hunger Bars—which seem to be an extension of the “You’re Not You When You’re Hungry” tagline that debuted with Betty White’s Superbowl spot.

Snickers’ parenty company, Virginia-based Mars, also owns several more famous candy brands, including M&M’s, Twix, 3 Musketeers and Milky Way. Mars is the sixth-largest privately held company in the U.S., with $33 billion in sales last year, according to Forbes. But no word on whether those sweets will start using fightin’ words, too.

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