Peanut, Walnut, Macadamia Nut...
The good folks who make Marshmallow Peeps (entertaining us all each Easter), also make something called Peanut Chews (which have been around since 1917 apparently).
They have cut two television ads for the candy, in the tradition of identifying their brand with spastic morons and people who needlessly risk their own lives for a thrill. They can be viewed at the Peanut Chews website. The first is described below from the Peanut Chews press release:
"One spot focuses on a freestyle Motocross rider watching other jumpers fly off the ramp and perform aerial stunts. Our biker savors his Peanut Chews(R), which seem to inspire him, as he then out jumps his friends by pulling off a backflip on a Bajah(R) scooter. Also in the commercial is the national debut of the new off-road Segue(R), a two-wheeled, self-balancing, electric transportation vehicle. All of these unique feats correspond with the unique attitude that is distinctly Peanut Chews(R)."
Tell me more, marketing gurus...
"Mark Plamondon of Tandem Associates, Peanut Chews(R) marketing firm which created the TV commercials, commented, "'Chews. Something Different(TM)' is the call to action around which these spots and the brand's entire marketing campaign will revolve. The Peanut Chews(R) brand is positioned to target young adults who envision themselves as somewhat non-conformists, and appreciate that this product is different from mainstream candy brands.""
Chocolate with peanuts? What a stunning development in the confectionary world! How have they kept that quiet for nearly a century? Certainly, the kids, with their "grunge" music, break-dancing, and hacky-sacks will be beating down the doors of their local convenience stores for this treat!
"John Kerr, Brand Director of Peanut Chews(R) commented, "The Peanut Chews(R) spots are an intriguing first glimpse into what is a new candy brand for most of the nation. They illustrate an outrageous individuality. The ads, while humorous, also convey the unique attributes of the brand including the appealing bite-size pieces going into the vibrant new packaging. While Peanut Chews(R) shipped nationally in April with impressive initial figures, the TV spots airing on the heels of the website launch, have driven excitement around the brand to a new level.""
Yes, there is a palpable frenzy out there. These ads haven driven America's youth into a sort of Bacchanalian worship of Peanut Chews. I think we should call on Congress to act and put a stop to the "somewhat non-conformist" "outrageous individuality" that these ads and their candy are spreading, before it is too late.
[Follow-up Research Note: Perform content analysis of brand (re)launch press releases. Do all of them use the word "excitement," and "unique"? What other boilerplate language is there?]
They have cut two television ads for the candy, in the tradition of identifying their brand with spastic morons and people who needlessly risk their own lives for a thrill. They can be viewed at the Peanut Chews website. The first is described below from the Peanut Chews press release:
"One spot focuses on a freestyle Motocross rider watching other jumpers fly off the ramp and perform aerial stunts. Our biker savors his Peanut Chews(R), which seem to inspire him, as he then out jumps his friends by pulling off a backflip on a Bajah(R) scooter. Also in the commercial is the national debut of the new off-road Segue(R), a two-wheeled, self-balancing, electric transportation vehicle. All of these unique feats correspond with the unique attitude that is distinctly Peanut Chews(R)."
Tell me more, marketing gurus...
"Mark Plamondon of Tandem Associates, Peanut Chews(R) marketing firm which created the TV commercials, commented, "'Chews. Something Different(TM)' is the call to action around which these spots and the brand's entire marketing campaign will revolve. The Peanut Chews(R) brand is positioned to target young adults who envision themselves as somewhat non-conformists, and appreciate that this product is different from mainstream candy brands.""
Chocolate with peanuts? What a stunning development in the confectionary world! How have they kept that quiet for nearly a century? Certainly, the kids, with their "grunge" music, break-dancing, and hacky-sacks will be beating down the doors of their local convenience stores for this treat!
"John Kerr, Brand Director of Peanut Chews(R) commented, "The Peanut Chews(R) spots are an intriguing first glimpse into what is a new candy brand for most of the nation. They illustrate an outrageous individuality. The ads, while humorous, also convey the unique attributes of the brand including the appealing bite-size pieces going into the vibrant new packaging. While Peanut Chews(R) shipped nationally in April with impressive initial figures, the TV spots airing on the heels of the website launch, have driven excitement around the brand to a new level.""
Yes, there is a palpable frenzy out there. These ads haven driven America's youth into a sort of Bacchanalian worship of Peanut Chews. I think we should call on Congress to act and put a stop to the "somewhat non-conformist" "outrageous individuality" that these ads and their candy are spreading, before it is too late.
[Follow-up Research Note: Perform content analysis of brand (re)launch press releases. Do all of them use the word "excitement," and "unique"? What other boilerplate language is there?]
posted by B.V. at 7/14/2005
1 Comments:
These kids today, with their big pants, and their colored chalk, and their Neve Campbells, and their fanny packs, and their nerf balls, and their listening to the No Doubts, and their Pong, and their Volkswagen Golf leases, and their notebooks, and the kids with your pierced I-dont-know-whats, and their roller skates, and their 23-skidoos, and their listening to the Becks....
Post a Comment
<< Home