Being a lifelong fan of Nougat, I couldn't help but chuckle at the new Snickers ad campaign that uses neologisms mixed with their famous logo architecture to highlight some of Snickers product attributes. However, I do agree with Tom Sherman's post that the copywriting could have been better.
This HAS been done before on all matter of funny t-shirts with other brands (not to mention Wacky Packs trading cards), and I guess if we assume that the only people that are wearing those funny t-shirts are subversive youth, then maybe it works. Although I doubt that this campaign is targeted towards moms or boomers.
Topping it all off, some of the messages have been misinterpreted. For example, I heard a coworker talking about Nougat-O-City, which may be a suburb of Peanutopolis, rather than the intended pronounciation, which I presume should be Nougat-ocity.
But I guess if people are talking about it, the campaign is doing what it's supposed to.