Creative that Lasts

Should You Kill Your Campaign or Build a Brand Platform? 

What makes a campaign stick—for 15 years? In this episode of The Two Marketeers Podcast, marketing strategists Lindsay Waugh and Sean Patrick dive into one of the most iconic creative platforms in modern advertising: Snickers’ “You’re Not You When You’re Hungry.”

They unpack what made this campaign more than just a clever ad—from emotional storytelling and humour to brand consistency, cultural relevance, and performance longevity. Plus, they break down the difference between a campaign and a true creative platform, what it takes to build brand equity over time, and whether “ad wear-out” is even real (spoiler: System1 has thoughts).

If you’re a brand leader, agency partner, or marketer facing tough questions about whether to keep, kill, or evolve your existing creative, this episode is a must-listen.

They cover:

• What actually makes a campaign a creative platform

• Why Snickers’ long-running campaign still works 15 years later

• Emotional branding strategies that rise above commodification

• The myth of ad fatigue and why creative consistency matters

• How to evaluate the ROI of your campaign in a recessionary market

• Fluent devices and how they help build lasting brand value

This episode is great for CMOs, brand managers, strategists, creatives, and anyone trying to figure out if it’s time to refresh—or double down.