The Vocabulary of Snacking, Lightly Sweetened (New Snickers campaign)

The Vocabulary of Snacking, Lightly Sweetened. "Mars, which is introducing a major campaign for its best-selling candy brand, Snickers, that is centered on a make-believe language called Snacklish. Snacklish is a humorous way of speaking that revises everyday words and phrases for a Snickers-centric world. To underscore their origin, they are printed in the typeface and colors of the Snickers brand logo. [...] For instance, the basketball great Patrick Ewing becomes Patrick Chewing. Combine the rapper Master P with the peanut, a main ingredient of Snickers, and he turns into Master P-nut — perhaps a hip-hop relation of the Planters brand mascot, Mr. Peanut.[...] The genesis of the Snacklish idea can be traced to elements of a campaign, also by TBWA/Chiat/Day New York, that appeared from 2006 through early 2007. There were outdoor signs in large metropolitan markets that offered made-up words like “peanutopolis” and “nougatocity,” in the typeface and colors of the Snickers logo."