Chewperman to the reschew! That, for those of you who aren’t familiar with Snacklish is the translation of ‘Superman to the rescue!’

Snacklish is a language devised by Snickers to keep your craving mind engaged in a Snicker-centric alternative to English that’s both creative and holds high brand recall value. Most of the translated words revolve around the ingredients and textures of the candy bar; which is why you will find a lot of chew, caramel, nut etc. used in the translated word/phrase.

This humorous language is primarily targeting adults 18 to 49 with ‘a bull’s-eye of 18 to 34’ who are comfortable with the concept of texting as the brand aims to influence their lingo which will help promote Snacklish further.

This attempt however hasn’t been Snicker’s first at playing with words. Back in 2006 the candy bar manufacturer had rolled out a similar campaign with words like hungerectomy, nougatocity and peanutopolis. That attempt however fizzled out since the alter-language sounded revolting in certain cases. Hungerectomy for instance reminded people of a hysterectomy, which was far from the desired result.

This time around Snickers has learnt from its past errors and the revised concept seems to be steadily gaining momentum. Although it hasn’t gone viral half a year down the line, it’s still an interesting concept that could pave the way for more to come.

You can try the Snacklish translator out on the Snicker’s fan page on Facebook or directly at www.snacklish.com