In 2011, the Honey Badger became a star. Missed it? It started with a hilarious YouTube video that has since become a phenomenon. And now, the Honey Badger is tv star.
What makes this advertisement interesting, is Wonderful Pistachios took an ordinary product and infused it with pop culture. Now a simple nut, not even a fan favorite, has a cult-following. Wonderful Pistachios understood that their product was stagnate, with no room for innovation. So when looking to increase sales through advertising, it was obvious that the innovation had to come from the perception of pistachios as opposed to pistachios themselves.
Enter current humor. Like the Honey Badger ad, many of the new Wonderful Pistachio ads play on pop culture. The infamous Winklevoss brothers, Khloe Kardashian, Angry Birds, Kermit the Frog and a keyboard playing cat all tout the tasty features of pistachios. When looking at the variety of "stars" chosen its difficult to see the connection right off. But these stars are related to one another in how consumers are interacting with the media. They are all current, popular and funny. They are understood by the reality-watching, YouTube surfacing, Facebook-addicted consumer. And now, so is the pistachio. Wonderful Pistachios understood the chaotic interaction that young consumers have with social media, tv and brands and targeted in on the elements that have stuck with the consumers, hoping that pistachios would too stick.
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