Snickers Invents its own Language
Are you fluent in Snacklish? Probably not. The nonsense language was invented by Mars Snackfood U.S. in support of its Snickers brand of candy bars. Snacklish turns every word or name into something that reminds people of a Snickers bar.
For example, ads tell people to visit the “Peanutarium” instead of the Planetarium. And in New York, ads tout “Patrick Chewing” instead of the beloved Knicks center Patrick Ewing.
In this vein, the brand hit 100 influential reporters with branded T-shirts that showed their names translated into Snacklish. For example, someone named John Kara became John Karamel, and so on.
“By taking Snickers’ core equities like its unique ingredients and satisfaction, we are reminding our consumers why they love Snickers so much,” says Carole Walker, vice president of integrated marketing communications for Mars. The company notes that there are 5,000 different languages spoken in the world today, each with its own unique set of words, phrases and expressions. “Now ‘Snickers speak’ can be added to the list, allowing Americans to have a whole new dialect for satisfaction that they can drop into their daily conversations.”
These new expressions are being featured in TV ads, billboards, print executions and online. Taxi-top ads say “Snaxi” and “Satisflying” when at airports (the signs are GPS-enabled so the sign knows when to flash the nonsense word). Five-second ads before wrestling programming say “Put your hunger in a Nougaplex.” In financial districts, out-of-home ads say “Get a degree in Snackanomics.”
Who’s Watching the Watchmen Swag?
The movie Watchmen, which opened in early March, is based on a popular Alan Moore graphic novel by the same name. It has easily been the most heavily hyped and promoted film of the 2009 movie season so far. For much of February the ads were nearly impossible to miss, as was the buzz generated by the press. And, there was a plethora of logoed, collectible swag to feed the movie’s frenzied fan base.
The film’s iconic blood-covered smiley face appeared on T-shirts, hats and jackets. At New York’s Toy Fair there was no shortage of prototypes of items based on the movie’s characters. There were Dr. Manhattan lunchboxes, Rorschach ski masks and “The End is Nigh” hats.
The promotional items also went to a whole other level when Clay Enos, one of the unit photographers on the set of the Warner Bros. film, launched his own line of Watchmen branded coffee. The Organic Coffee Cartel (OCC) began selling collectible cans of Night Owl Dark Roast Coffee, which was named for a brand served in the film. Only 10,000 cans were produced for $19.99 a pop. All proceeds for the sales went to charity. OCC also ran a sweepstakes that allowed winners the chance to attend the film’s premiere.
“I did the coffee because I thought it would appeal to Watchmen fans and specialty coffee fans alike,” Enos says. “There’s a moment in the film where coffee is served, and it occurred to me that we could create a real coffee that would leap from the fictional world of Watchmen into reality. As far as I know it’s the first-ever movie tie-in coffee.”
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