We decided a good place to start was to simply talk like our target. This made us think of euphemisms. Every substantial moment in life has a set of euphemisms guys use to describe it. Like mattress dancing, or getting knocked up. And since eating a Snickers is a Substantial moment we thought we’d write our own. So we combined something from popular culture with something about Snickers to create a few hundred of the dumbest words and sayings we could think of. When it was all said done we had basically written a new language. We called it Snacklish.Snacklish gave us the flexibility to be as contextual as we wanted. We were able to write specific executions for even the smallest piece of the media buy. By making contextual and localised executions, Snacklish could be relevant to wherever it was being seen.

We launched with over 200 unique executions, creating a campaign that was truly integrated across all forms of media on a national and local level. But we had also created a campaign that worked. Our target was actually spending time thinking, and talking about a candy bar. In fact, Snickers was the most buzzed about campaign of 2009 and was voted one of the top out-of-home campaigns of the decade. Most importantly, however, Snickers enjoyed the best sales year in the history of the brand, which at the end of the day is probably all that matters.