Is Double Play Good Strategy for Super Bowl? « Talk, Inc

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Is Double Play Good Strategy for Super Bowl?

February 7th, 2010 by Debbie Elliott

Yeah, yeah, I know I’m mixing my sports metaphors, (double plays are baseball) but indulge me please. Diamond Foods is using its one :30 spot in today’s Super Bowl to promote two products - Pop-Secret popcorn and Emerald Nuts. Getting your point across about one product in :30 is challenge enough. But two?

But dig deeper and it appears that Diamond Foods’ strategy is just as much about attracting retailers as it is about appealing to consumers. Retailers give better positioning in the aisles to products they know will be promoted aggressively. Diamond Foods says their popcorn and nuts will be placed in a “whole host of different display options” including end-of-aisle presentations. Positioning has a huge impact on impulse buys like snacks when cruising the supermarket aisles.

Ad Age says the Diamond Foods spot will feature a dolphin trainer at a marine theme park, as well as the phrase “Awesome + Awesome = Awesomer.” I hope the spot has awesome results for them. I’m nuts for nuts. And I like popcorn too. I’ll be serving both this evening.

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