From an Ad perspective, I think their real mistake was making the men regret the act, and do stupid things to "make up for it".
the SMART ad would have been to have them step back in disgust like they did, wipe their lips like you would if you just kissed a dog, then have them look back at each other, get a little smirk, and the one guy says to the other "Hey, you got any more Snickers"? Or they could both run to the machine to each get a snickers and jam it in their own mouths.
Like Snickers were so good, they could even wash away the horror of having kissed a guy.
The purpose of ads is to generate sales. Reckon' they were successful? Reading this forum, I highly doubt it.