Nothing can put a person in a bad mood faster than hunger. It’s essentially a fact of life at this point, so it’s not as if anyone needs a reminder. But Snickers decided to play that role anyway, as part of its latest advertising campaign — and now the minds behind it are taking the campaign to a whole new level, much to the delight of those looking for a snack.

Snickers — or Mars, Incorporated, the company behind it — has put out the “You’re not you when you’re hungry” commercials for a while now. As a result, the bars’ wrappers are taking advantage of the slogan; it’s possible to find Snickers labeled grouchy, whiny, goofball, princess, and more. The idea behind it, according to brand director Allison Miazga-Bedrick, is to let willing customers identify with their hunger symptoms; after that, they can tease friends and family by forcing them to do the same.

Even though insulting customers sounds like a bad idea, plenty of people have gotten mileage out passing the bars and their messages to their pals. Based on the buzz and tweets surrounding them, Miazga-Bedrick made a good move — assuming that no one comes to blows over a candy bar.

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