Chower of Baranding (Power of Branding)

Have you seen the new “SNICKERS Speak” billboard campaign? You can check it out at www.snickers.com.

Whether you like it or not, it does demonstrate the power of branding.

The campaign uses a new language called 'Snacklish' that incorporates its iconic logo and brand essence as its communication vehicle. The campaign doesn’t focus on the candy bar, instead using the brand equities of color and shape to engage brand recognition.

You can check out www.snacklish.com to translate any word from English to Snacklish. RGI translates to RGILICIOUS!

"By taking SNICKERS core equities like its unique ingredients and satisfaction, we are reminding our consumers why they love SNICKERS so much," said Carole Walker, vice president, integrated marketing communications for Mars Snackfood US. "'SNICKERS Speak' takes that to the next level by marrying SNICKERS core equities with the passions, interests and things in our guy's everyday lives to make the brand even more relevant."

What do you think of the campaign?
What billboards/commercials have you seen?

Here’s what some other bloggers thought:
http://theshermanfoundation.blogspot.com/2006/07/eating-snickers-may-make-you-nuts.html

http://advertisingforpeanuts.blogspot.com/2006/07/peanutopolis.html

http://adweek.blogs.com/adfreak/2006/07/this_cool_snick.html

Use the comment section below to share your thoughts or favorite Snacklish word.