CORNERING THE MARKET
20
Almond Facts
MARCH | APRIL 2017
Snack Almonds
Brand Launches
Innovative Music Campaign
Blue Diamond Almonds
is using the power of music to reach consumers. This approach includes content for both digital and
social platforms that will expand the cooperative’s connection with a younger demographic and build consumer affection
for our brands. The music campaign kicked off in early February with the newest
Blue Diamond Snack Almonds
commercial
that aired during the GRAMMY Awards and continues with the
Taste of Music
program on Spotify, iHeartRadio,
Pandora and more.
Get Your
Grammy
Going
As one of the most prestigious
and highest rated awards
shows on television – seen by
millions of viewers and
Blue
Diamond
consumers across
the country – the GRAMMY
Awards was an opportunity to
present the newest commercial
promoting togetherness, vitality,
goodwill and good times. This
15-second spot featured the
song “Get Together” performed
by 1960s Folk Rock band, the
Youngbloods.
“The message brought attention to the
brand and made it a positive part of
the conversation,” said Maya Erwin,
Blue Diamond
’s director of brand
marketing for snacks and culinary
products. “We believe this commercial
connected with both music lovers and
our younger audience.”
In addition to the “Get Together”
commercial, two other spots aired after
the awards show conveying the same
message of togetherness and good times.
