This week another candy giant, Snickers, has decided to do nearly the opposite and shut down a super-cool user-created brand experience.

As you might recall, Snickers first introduced “Snacklish” in 2006 with terms like ‘Hungerectomy,’ to mixed reviews.  Now they’re back, and a bit less medical-sounding, like Master P-Nut and Snackalicious.

And until a few hours ago, you too could have created your own Snacklish Snickers logo.  Located at http://www.snckrz.com,  the simple interface allowed any visitor to type in a term or phrase and magically transform it into the signature Snickers typeface.  At the time of this post, the site currently has an ominous countdown to shutdown and a twitter stream of all the unhappy customers who enjoyed this unique brand interaction.

I played around with the app myself a bit before it shut down, and plan to use my personal “PatrickCourtney” Snacklish logo to send to my snicker-loving friends.  If only my friends could then visit the site and make their own.  A huge missed opportunity by Snickers.

The twist is, both Snickers and Skittles are owned by Mars.

Mars, I thought we were in the social media trust tree, with the nest, are we not?