Snickers is taking its long-running “You’re Not You When You’re Hungry” slogan into the AI era with a digital candy bar designed specifically for chatbots.
Launched on August 31, Snickers Hungr.AI gives users a digital version of the candy bar that can be fed to an AI assistant when it starts producing unsatisfactory answers, acting overly agreeable, or otherwise responding in unexpected ways.
The campaign plays on AI hallucinations, a term used to describe instances where generative AI produces false or misleading information, by treating them as the chatbot equivalent of getting hungry.
How the Snickers Hungr.AI digital candy bar works
Users can visit the Snickers Hungr.AI website to receive a digital Snickers that can then be given to an AI assistant following a response they aren’t satisfied with.
Rather than simply being an image of a candy bar, the Digital Snickers contains a set of instructions for the AI assistant. Once received, those instructions tell the chatbot to reconsider its previous response and answer the user’s question again after taking a metaphorical “byte” of the Snickers.
The instructions also establish how the AI should respond during the experience, including guidelines surrounding its personality, humor, prohibited topics, and how it should interact with the user.
“Snickers has long been the remedy for out-of-character moments,” Mars Snacking Brand & Content Vice President Ashley Gill said.
“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.”
The campaign also gives some users the chance to turn their digital candy bar into a real one.
US residents aged 18 and older who engage with Snickers Hungr.AI through Reddit or Snapchat can receive a free Snickers delivered through DoorDash.
Snickers isn’t the only food and beverage brand finding unusual ways to tap into the AI boom.
Liquid Death recently teamed up with Garage Beer and former NFL star Jason Kelce for a campaign asking people to collect their pee and send it to AI data centers, poking fun at the large amounts of water used to keep servers cool.
I’m Abhishek Sharma, an author at TigerJek.com. I enjoy exploring games, testing different strategies, and turning what I learn into clear, useful guides. My goal is to help players understand the game better and improve without the usual confusion.
