NOUGETABOUTIT !!!
I’m really loving the latest Snickers outdoor campaign I’ve seen around Atlanta the last few weeks. Focusing on satisfaction and absurdity, the ads (created by TBWA/Chiat/Day) revolve around the iconic Snickers wrapper design with Snacklish in place of the brand name and tag line. Examples run from “Chewniversity” to “Take a Field Trip to the Peanutarium” to “Antihungerestablishmententarianism”. Complementing the outdoor run, Snickers has established a Facebook page allowing for Snacklish education, brand worship, and fan-created taglines and linguistic yuks like “Snickers is my mid-day freedom bar, my Stachew of Liberty” that rival the official ones. They’re also running TV spots featuring Patrick Ewing and Master P that are as dumb (that’s a complement!) as expected. There’s a fine line between smart and stupid and TBWA/Chiat/Day and Snickers have done a great job riding it.
Are you ready to Pledge Sigma Nougat?
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I like that it’s an in-joke that just about anyone can get on first read. I wonder if it was born out of a bunch of free association in a brainstorm.