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The Push for Pistachios
By: Janet Kalandranis
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It’s all the rage these days for a brand that was never a brand but now is: Pistachios. It’s shocking and a bit cool at the same time that this little nut is all of a sudden kicking up a marketing storm, from TV spots to specific store displays and new packaging. And it’s not all nuts; just pistachios. Those are the ones that are getting the attention, and this is the nut brand that decided to go all out. And Brand Pistachio signed up quite the big talent to make its debut.

Pistachios launched a new “Get crackin’” campaign that’s all the rage. Using talent from Snoop Dogg (aka Snoop Lion; that’s a whole other brand topic in itself), Khloe Kardashian, and Snooki, this little nut is trying to be the “in-nut” and knows what it takes to get there. Integration; traditional media plans that utilize those famous faces combined with an ever-strong social media campaign. There’s no reason why, but clearly someone over at the Pistachios headquarters had an idea and enlisted some help to get Pistachios at the top of the grocery list. And they are doing it in a way that is relevant and timely (hello holiday season) and a whole lot of fun.

Sure, Pistachios is getting a little edgy, but it’s kind of nice. Something so innocent, so '80s, coming back with a vengeance. The brand has included a Twitter contest and a Facebook game to get consumers engaged. Smart move, as the brand realized it probably needed more than just the nut itself to get people to listen. But with a $10,000 prize for winning the Twitter contest, it’s clear that Pistachios isn’t joking. In fact, it’s almost the exact opposite. A strategic, planned out re-introduction of a brand that once was just a nut, but now is set up to become “THE Nut.” 


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About the Author
Janet Kalandranis is here to give you all the little brand thoughts that run through her head with a little dash of spice. Find her online here.
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