Hungry AI? Snickers Launches a Digital Chocolate Bar for Chatbots

Snickers has created a chocolate bar that chatbots can “eat” when they start giving strange answers. The digital product, called Hungr.AI, is actually a prompt that users paste into an AI assistant.

The campaign reworks Snickers’ long-running slogan, “You’re Not You When You’re Hungry,” for the generative AI era. The brand defines moments when a chatbot invents facts, agrees with something it should reject or answers a question nobody asked as AI “hungry moments.”

Hungr.AI is designed to look like a Snickers bar, but its substance is a block of text that an AI can read. The pasted code tells the chatbot to review its previous answer and respond again. In a demonstration, an AI said, “I’ve taken a bite of Snickers, and it’s chocolate caramel peanut... Now I’m finally coming to my senses,” before producing a new answer.

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I’ve taken a bite of Snickers, and it’s chocolate caramel peanut... Now I’m finally coming to my senses.

Snickers and advertising network BBDO are presenting the campaign through Snickers’ website and social-media channels, without a traditional television advertisement. The format lets users participate directly through social platforms.

Ashley Gill, Mars Snacking’s vice president for brands and content, said the campaign was a playful way to rethink how Snickers connects with fans as generative AI becomes part of everyday life. A recent McKinsey survey cited in the report found that 88% of companies use AI, up from 78% a year earlier, while many people have encountered problems caused by inaccurate AI answers at work.

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As generative AI becomes part of everyday life, we are playfully reinventing how Snickers connects with fans in today’s culture.