# Channel-Takeover Branding Stunts Snickers Took Over the British Television Channel 'Dave' By Ell Smith | Published 2017-11-01 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/british-television-channel-dave References: [psfk](https://www.psfk.com/2017/10/snickers-took-over-entire-british-tv-channel.html) & [campaignlive](https://www.campaignlive.co.uk/article/dave-becomes-rupert-snickers-channel-takeover/1448601) Candy company [Snickers](https://www.trendhunter.com/trends/satisfortunes-for-nfl) took over the British television channel 'Dave' in a marketing effort which highlight's the brand's on-going slogan, "You're not you when you're hungry." 'Dave,' a popular television channel that features action-focused content and live sports, silently changed its name to 'Rupert' at the same time, everyday. At exactly 3:28, a time that research suggests is the "hungriest" time of the day, the channel began functioning under the name 'Rupert,' deviating from its planned programming, and streaming off-brand shows, like chess tournaments, film noir, or art appraisals. The campaign, which humorously explores the [consequences of getting hungry](https://www.trendhunter.com/trends/legitimate-you), reverts to its normal programming after a [Snickers bar](https://www.trendhunter.com/trends/snickers-eggs), and the tagline, "You're not you when you're hungry," is stamped across the screen. ## Trend Insights (Trend Hunter) - Score: 1.4/10 - Popularity: 8% | Activity: 27% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Channel-takeover Branding:** The trend of companies taking over channels to create impactful branding experiences. - **Real-time Personalization:** Brands are capturing audience attention with timely personalized experiences. - **Humorous Advertising:** Brands are using comedy to create memorable advertising campaigns. ### Industries Being Reshaped - **Television Broadcasting:** Television broadcasters can leverage the trend of channel-takeover branding as a way to create novel and engaging programming. - **Marketing and Advertising:** Professionals in marketing and advertising can explore real-time personalization to deliver unique experiences that connect with consumers. - **Confectionery:** The confectionery industry can use humorous advertising to stand out in a crowded market and create lasting memories for consumers. ## Related on Trend Hunter - [Football-Based Chocolate Bar Campaigns](https://www.trendhunter.com/trends/satisfortunes-for-nfl.md) - [Personal Break-Emphasizing Campaigns](https://www.trendhunter.com/trends/personal-breaks.md) - [Happiness-Prioritizing QSR Campaigns](https://www.trendhunter.com/trends/adult-unlearn.md) - [Tastebud Training Programs](https://www.trendhunter.com/trends/tastebud-training-program.md) - [Re-Energized Snack Campaigns](https://www.trendhunter.com/trends/speakie-snackie-campaign.md) - [Workday Break-Focused Campaigns](https://www.trendhunter.com/trends/teams-meeting.md) - [Swapped Phone Campaigns](https://www.trendhunter.com/trends/kitkat-phone-break.md) - [Snacking Mishap Campaigns](https://www.trendhunter.com/trends/the-other-hand.md) - [Major Fan-Centric Candy Campaigns](https://www.trendhunter.com/trends/skittles-obsessed.md)