A Make-Believe Language?

I read the advertising section of the New York Times a featured article by Stuart Elliot where he discusses the new ad campaign by Mars which is the parent company of Snickers. The Snickers folks are at it again. There campaign this time is centered around the a make-believe language called Snacklish.

According to the Times article Snacklish is a humorous way of speaking everyday phrases into the Snicker-centric language. For example, the phrase Patrick Ewing becomes "Patrick Chewing" according to the Times piece. The site Snickers.com will soon have a translator where people can translate their own phrases.

My question is, who are you kidding? Are they really targeting the correct audience in this situation? Are males 18-34 really going to engage on a campaign that focuses on make-believe language. To me a make-believe language is more suitable for girls ages 9-15 not adult males. But really what do I know. Men that old are not going to want to speak in their own "special" language with their friends. I think inherently it lacks masculinity.

The campaign by TBWA Chiat/Day, New York will be introduced in stages according to the Times. The campaign will appear through several media TV, online, and outdoor. This campagin follows some that were considered inapproperate or homophobic. Lets hope the candy maker does better with this one.

Best,
A.B.