PROBLEM

All nut brands look relatively the same… so people are choosing the less expensive store brands over Planters.

CHALLENGE

Make Planters the obvious choice by reinvigorating the brand in a way that helps it stand out on the shelf.

sOLUTION

Position Planters as the fun, dynamic and indulgent nut brand in a category that’s only talking about health.

02 — the brief

SITUATION

All nut brands are going after the health conscious consumer. They’re talking about how it’s a super food packed with protein and healthy fats. Not to mention you can keep hunger at bay and feel satiated from just a handful.

TENSION

But not all of us snack to be healthy… we want our tastebuds to be entertained. Because let’s be honest, snacking isn’t just about staving off hunger — it’s fun!

BRAND TRUTH

Planters is the king of tastebud entertainment. They’re all about the flavor… and not just when it comes to nuts. They even made a nut beer that delivers a citrus aroma with a hint of honey-roasted peanuts, all followed by a slightly salty finish that makes every sip worth savoring.

OPPORTUNITY

Be the nut that combats boredom instead of fueling it.

STRATEGY

Planters — the nut that keeps your tastebuds on their toes.

CREATIVE PLATFORM

For your mouth.

TV / VIDEO

salty (:15)

Open on the exterior of Mr. Peanut’s cottage at night, windows aglow.

VO: Mr. Peanut presents… SALTY … for your mouth.

Mr. Peanut: You look great in your new profile picture… it doesn’t look like you at all.

Super: Salty when you want salty.

TV / VIDEO

sweet (:15)

Open on the exterior of Mr. Peanut’s cottage at night, windows aglow.

VO: Mr. Peanut presents… SWEET … for your mouth.

Mr. Peanut: People ask, Mr. Peanut, is there a Mrs. Peanut? And I say, I wouldn’t be who I am today if there weren’t.

Super: Sweet when you want sweet.

TV / VIDEO

salty & sweet (:15)

Open on the exterior of Mr. Peanut’s cottage at night, windows aglow.

VO: Mr. Peanut presents… SALTY & SWEET … for your mouth.

Mr. Peanut: You know who I hate? Nobody!

Super: Salty when you want salty. Sweet when you want sweet.

PRINT + OOH

side-by-sides

Each print and out of home buy will feature two ads right next to each other: one for salty, another for sweet — displaying the dichotomy of Mr. Peanut’s many personalities.

SOCIAL

twitter takeover

A different Mr. Peanut will take over the Planters Twitter account each week, showcasing his various personalities and the dynamic array of flavors Planters has to offer.

SOCIAL

#MrPeanutBot

Tag #MrPeanutBot and he’ll add a taste of salty to a sweet conversation — or a taste of sweet to a salty conversation.