This paper shows how maintaining its position as the world’s largest chocolate bar meant SNICKERS had to think big and act small.A decentralized brand, led by a highly decentralized client wasn’t suddenly going to become suited to the kind of top-down, autocratic tactics so typical of big, global ideas. Yet we knew a global approach was needed, and we knew that this approach needed to make SNICKERS famous everywhere it ran.Our answer was to create a communications model that started big; finding a universal story that anyone in any market could connect with. Then to go small; delivering creative work rich in local flavor so that it got people talking about the brand.In doing so You’re Not You When You’re Hungry has led SNICKERS into its most successful ever period of growth, growing the value sales of this 80 year old brand 15.9% in one year, capturing market share in all but two of the 58 markets within which it ran and growing global market share by US$ 376.3 million.