Getting Nicked.

NICKELODEON LATIN AMERICA STUMBLED onto a problem when it started targeting Brazilian consumers as young as 5 years old: the kids couldn't pronounce the name of the channel.

So the children's channel launched an advertising campaign that played off a jingle popular with youngsters.

Kids used to the expression "se liga nessa" (get with it!) are now being encouraged to chant" se nicka nessa, Nickelodeon." The phrase, repeated three times during the 30-second commercials accompanying the campaign, translates to "get nicked, Nickelodeon."

The campaign, Nickelodeon's first consumer advertising blitz in Brazil, focuses on children aged 5 to 14 and includes outdoor and transit advertising in Sao Paulo. The advertisements show Brazilian children dancing the samba and playing soccer.