The integrated campaign "You're Not Yourself" from Snickers has been running for years now, to much fanfare and (I would assume) sales success. It's based on an insight that when you're hungry, you just don't act like yourself. Enter Snickers. And enter Betty White from back in the day (2010 to be exact).
The team is Moscow brought the campaign even closer to home, showing that even the brand itself can sometimes not be itself. In three print ads, the Snickers bar looked like three competitive candy bars: Mars, Bounty, and Twix. "You are not you when you are hungry."
A nice twist and a little chuckle. And good branding in my book.
What's your experience? JIM
PS - Note that all four brands are owned by the same parent company. :)