In April 2009 the Snickers brand re-introduced the Snickers bar with a marketing campaign that transformed everyday words and phrases into its own language, “Snacklish”. Snickers had a focused out-of-home strategy that would capitalize on the new taglines featuring words in Snacklish.
The OOH strategy built local awareness within key Snickers markets through a variety of targeted media placements and mass reach outdoor formats. The “Snacklish” creative, tailored to each of the 16 US markets, surrounded people through relevant touchpoints via 14 various OOH media such as “Satisflying” billboards in airports, “Snaxi” digital taxi tops and digital billboards that changed creative to match the time of day such as “3 oclockishment” (in honour of the time of day when Snickers is most consumed) and “Get a Degree in Snackanomics” in local market financial districts.
Additional diverse formats leveraging the creative power of the tagline included bulletins, 30-sheets, bus shelters, phone kiosks, bus posters, subway posters, brand trains, taxi tops, urban panels, wild postings, pump toppers, elevator screens, in-office branding and in-store branding. Snickers customized a 3-D LCD digital screen equipped with a unique audiostereosonic process, designed to jump off of the screen and engage passers-by.
The Snickers campaign created a sensation and broke through the media clutter. Brand awareness levels were heightened and Snickers received a substantial amount of press coverage including the NY Times, Mediaweek and on blogs.