Population Statistic: Read. React. Repeat.
Wednesday, March 11, 2021

Like the above custom logo? I’d direct you to the site where I generated it so you could roll your own, but that would be pointless because it’s been cease-and-desisted out of existence.

Yes, candy giant Mars is a little touchy about unauthorized ad agencies messing around with that iconic Snickers logo and typeface. Mainly because the agency of record for the candy bar is already doing that, with a highly-visible campaign centered around the make-believe “Snacklish” imagery:

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.

Other examples include a Snickers taxi, or snaxi; peanutarium, for planetarium; and chompensation, for compensation. And the Sigma Nu fraternity is transformed into Sigma Nougat, after another Snickers ingredient…

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.

In research among consumers, “those billboards kept coming back” in positive comments, said Mark Figliulo, chairman and chief creative officer at TBWA/Chiat/Day New York, part of the TBWA Worldwide division of the Omnicom Group.

That led the agency to see “if we could make it more than an outdoor campaign,” he added, “by taking it from a word play to a language.”

Can’t say I blame Mars. They paid a good chunk of change to TBWA/Chiat/Day to plaster those faux-logos all over the place. So it doesn’t much matter if a rogue shop decides to expand on the idea just to show off its chops — even if it did send a good bit of traffic toward the official site.

Funny that I got wind of this, only minutes before the snckrz.com site was defuncted. Just the other day, I was doing the subway-stare at one of those Snacklish ads, absently admiring the distinctive font. Little did I expect that I’d get to play with it myself.

by Costa Tsiokos, Wed 03/11/2021 08:33:24 PM
Category: Advert./Mktg., Creative, Food, Internet, True Crime
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3 Feedbacks »
  1. http://www.youtube.com/watch?v=kBF1lsZUlUI

    Comment by David — 03/12/2021 @ 02:12:33 PM

  2. What is up with Patrick chEwing’s hair in that ad?

    Comment by CT — 03/12/2021 @ 02:28:34 PM

  3. i don’t get that “oops” comment snickers needs to do way better with the other leading competiters if they want to stay first in popularity.

    Comment by Lil chicky — 04/29/2009 @ 06:11:41 PM

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