First-Ever Marketing Campaign by Wonderful Pistachios for Its No Shells Brand Uses Nude Figure to Make a Point
Wonderful Pistachios, an American snack brand, launched its first-ever multimillion-dollar integrated marketing campaign specifically for its Wonderful Pistachios No Shells brand.
The campaign entitled, “Sometimes, Naked Is Better,” has some cheeky fun by covering up famous nude figures in classic works of art with outrageous clothing.
At the end of each scenario, the artwork and its subjects are displayed in their original, ideal form, driving home the point that naked is often better. At least when it comes to classic art and snack nuts.
The campaign will kick off with a “Sometimes, Naked Is Better” digital video starring Venus de Milo, one of the most famous works of ancient Greek sculpture, which is permanently displayed at the Louvre Museum in Paris.
The video humorously brings to life what happens when Venus is off the clock. After working 13-hour days, 6-days a week, Venus de Milo has little time for anything but the essentials, so naturally Wonderful Pistachios No Shells offers her an easy-to-eat snack solution that keeps her fuelled on the go.
The “Sometimes Naked Is Better” campaign was created by Wonderful Pistachios’ in-house creative team, Wonderful Agency, led by Chief Creative Officer Darren Moran.
“Some people like to undress their Wonderful Pistachios themselves and that is great. But if you are on the go, or a statue that long-ago lost its appendages, having a pistachio that is already naked is just all-around better. And you do not have to be an art lover to appreciate that,” said Moran.
The new creative campaign will also be supported by public relations, digital and social media support, in-store display, and a large-scale digital advertisement in Times Square.
It will be targeted to consumers on Facebook, Instagram and YouTube as well as online platforms geared towards epicurean, travel and outdoor activities throughout the summer.
The brand’s new campaign comes on the heels of the recent unveiling of its dramatic packaging refresh for the No Shells brand.
“Wonderful Pistachios No Shells are popular amongst our consumers looking for a little convenience in their snacking and to easily use in recipes to add a little crunch and protein to their meals.
“Our No Shells brand has grown 40% over the past year to US$150 million/£110.95 million in retail sales. We are optimistic that the eye-catching new packaging and new dedicated campaign will accelerate the growth in this segment,” explained Adam Cooper, Vice President of Marketing, The Wonderful Company.
“The displays for these new bags have a small footprint that are great for placement at checkout. And we know 80% of shoppers are looking for healthier options at the register,” continued Cooper.