Post written by: Piotr Jakubowski
Please visit his blog at:
http://piotrj.wordpress.com/

A few years ago Snickers launched a campaign that has apparently stayed in the minds of the consumers – who’ll forget the extremely large billboards with “Peanutopolis” strewn across in the Snickers font? Mars Inc. is back again with more strange words and deep pockets. In a campaign that has apparently strewn New York City and parts of Chicago (I see the ads in multiple spots on the way home), Snickers is apparently teaching the consumer a new language – Snacklish.

Words such as Snaxi, Patrick Chewing, Master P-Nut and Chewniversity are created to infiltrate the syntax of the 18-34 male market.

The entire Snickers site is now devoted to this new campaign and nevertheless is a little disappointing. In this day and age, interactivity is key. Things like Twitter are compressing our worlds everyday, and consumers require more and more to maintain their attention. With a concept like Snacklish, where people are to use snack-related terminology, you’d think that they would try harder. Why not include a page that provides the consumer a chance to expand this language – engage the consumer to embrace this language and contribute (give those copywriters at TBWA a break).

One thing that the team at Mars didn’t take into consideration is that cool things/trends cannot be pushed onto the consumer. Some of the most impressive “cool” campaigns were the result of creative or concepts that were passed along and supported by the consumers who loved them. The recent Cadbury campaigns come to mind, as the adorable-but-dirty balloons in the Durex ads and the trifecta of Burger King ideas.

In a world where corporate concepts like Threeconomics from Wendy’s are trumped by the consumers willingness to accept them, the Snacklish language will soon head for extinction. Overall, the idea could work, but the lack of interactivity in the execution falls short of what could truly be something successful.

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Filed under: Piotr Jakubowski, Website Experience, Writers, advertisements, advertising, interactive, Piotr Jackubowski, Snickers