That drop in market share is likely part of the reason that the Snickers website seems to be reaching out to a wide and eclectic group of markets: urban, sporty, social networkers, absurdists and NASCAR lovers. For a brand that’s so ingrained into the American psyche, its website feels a little haphazard and lacks confident brand identity.

It starts off simply with the words “You’re So Close You Can Taste It” underscored by a chocolate-brown background. Then, suddenly, a Snickers bar appears that is magically unwrapped. From there on out, though, it’s confusing sensory overload: Just as the wrapper comes off, a massive Snickers bar with a bite taken out of it plummets from above and slams onto the site, accompanied by the action-movie-type sounds of several tons of something—perhaps a car pileup or maybe an angry Godzilla—thrashing about. Next, the words “Muscle Up Your Snackabulary” fill up the inside of the partially eaten candy bar, promoting Snickers’ new campaign of turning ordinary words into Snickers-related terms. More on that later, because the phantasmagorical ride is just beginning.

No action-movie-style disaster scene is complete without helicopters flitting and whirling in the skies above, and snickers.com also has one at the top of its page, towing a “Bar Hunger” sign. Despite the sounds, your eye wanders the images onscreen. The giant candy bar has a wide variety of detritus on its surface, including buildings and fountains and loudspeakers (some of which are clickable items and some of which are not). The result is confusing, almost scary, and clicking around isn’t a huge help.

Clicking on the helicopter leads to a section informing readers that Snickers is working with Feeding America to help fight hunger, but it gives no information about how the company is doing this, and the Feeding America logo doesn’t link to that organization’s site.

Clicking on an arena-like Sponsorship building, there is a little information that details exactly how—or even why, for that matter—Snickers is working with the NFL, Little League, NASCAR and the FLW Bass Fishing Tour. After all, what is it in Snickers’ brand values that makes the candy bar a good fit for these organizations? A little information on how the brand chooses its partners would go a long way in this instance.

The latter command, however, speaks to the main thrust of the site: Snacklish is the language created by the marketers TBWA/Chiat/Day New York for Snickers owner, Mars, Inc. It’s a language of sorts that transforms English words into words that contain Snickers ingredients (nougetaboutit) or active eating words (chewniversity). A voice on the homepage urges you to “Get funky on the snacksaphone.”

If a reader wants to try and actually “learn” Snacklish, the link goes to the Snickers Facebook page, which has a tool that allows readers to type in up to 19 characters that then get translated. “George Washington” becomes “George Enjoyington.” “Barack Obama” becomes “Chompmander in Chief.” “Paris” becomes “Pareats.” “Mother” and “father” become “motherishment” and “feasther.” And so on.

The idea is amusing—sometimes hilarious—and is a lovely addition to the procrastinator’s toolbox, but it feels endless and redundant and overwhelming—and, well, pointless after a while. But Snacklish does exude the fun, urban vibe that Snickers is apparently going for, particularly since it comes within a social-networking construct. It’s not much of a leap to join the Snickers group from there.

The Facebook page also provides a space for visitors to talk about how much they love Snickers. One recent post: “ahhh first SNICKERS of the day always the best!” Once you enter the Snickers space on Facebook, you’ll find photographs of the candy in question as well as videos of everything from NASCAR driver Kyle Busch, who talks about how much he loves driving a Snickers-sponsored car, to Neil Patrick Harris of Doogie Howser fame handing out free candy bars. The poll section of the site is quite popular with fans of Snickers.

Also on the Facebook page, each type of Snickers bar receives its own special sales-copy-filled area with links to ingredients and nutrition facts about the bars, presumably to offset any consumer complaints about any possible unhealthiness the candy bar might possess.

While the Snickers website and Facebook page feel a little disjointed, it is clear that Snacklish is the piece of the puzzle the organization wants to push. Along with that comes some gentle, forgettable hilarity and smiles. And, really, what more do you want from a candy bar?