Posted on June 25th, 2012
Wonderful Pistachios has enjoyed recent success due to their “nutty” commercials which often feature reality stars and internet memes. Their most recent commercial features the honey badger who was made famous by the viral Youtube video last year. By listening to what people are talking about via online media outlets, Wonderful Pistachios has been able to tailor a successful social media & ad campaign to their target audience. In Chapter 6, Katie Delahaye Paine discusses the importance of knowing how you are positioned and using that as an advantage over your competition. In recent years, Wonderful Pistachios has positioned its brand as a low fat, low calorie snack. This campaign has helped them reach the top spot of America’s #1 pistachio brand, as well as grow sales over traditional snack food competitors. Wonderful Pistachios encourages customers to “get crackin” through Twitter, Facebook, and Pinterest. There is even an Angry Birds game developed specifically for the brand in order to encourage customers to sign up for a membership club. By playing the game (accessible via Facebook), you accumulate points which can be used towards Wonderful Pistachio and Angry Birds prizes. Wonderful Pistachios has been able to leverage the success of its Angry Birds ad (which can still be viewed on Youtube) and turn it into another way to engage with customers over social media.
Photo courtesy of mjtmail