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Integrated
Planters nuts: Go-tivations
Planters, America's leading snack nut brand, has announced that its beloved icon, Mr. Peanut, has a new voice. Emmy Award nominated actor and former "Saturday Night Live" star, Bill Hader, will lend his distinct voice to the beloved spokespeanut in a new series of digital radio advertisements and vignettes for the launch of the new Planters NUT-rition Sustaining Energy Mix.
"Bill Hader's voice, sense of humor and personality are perfectly in sync with Mr. Peanut's character and will help bring this iconic peanut's style, wit and charm to life," says Peter Cotter, Brand Manager for Planters. "Bill joins us in time to help introduce our newest product, Planters NUT-rition Sustaining Energy Mix." To launch Planters NUT-rition Sustaining Energy Mix, a snack developed to provide wholesome fuel to energize your day, Planters created an integrated marketing campaign featuring Mr. Peanut offering motivational tips to consumers called "GO-tivations." These "GO-tivations" were created to give consumers the boost they need to get through the day, similar to the wholesome fuel in Planters NUT-rition Sustaining Energy Mix. As a part of the integrated marketing campaign, Planters and BEING New York introduced www.INeedSomeEnergy.com, which includes GIFs, games and short vignettes of Mr. Peanut keeping fans energized and "GO-tivated" throughout the day. Mr. Peanut will also have his own blog on Tumblr at mrpeanut.tumblr.com where he will post GIFs and witticisms to give consumers a lift. To provide consumers with additional "GO-tivation," Planters is creating "GO-tivational" playlists on Spotify and Pandora with personal DJ introductions by Mr. Peanut. Last month, the brand worked with Jimmy Kimmel Live! on a comedic integration touting their new product. Jimmy Kimmel Live! airs weeknights at 11:35 p.m./ 10:35 p.m. CT on ABC.
Chief Creative Officer: Mark Figliulo Related |
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