Emerald Nuts Advertising Campaign
In my Junior year of college, my Advertising & Promotion class was asked to choose an organization facing problems and in need of repositioning. My group chose Emerald Nuts, owned by Diamond Foods, who had been having trouble on its mission to take over the snack food industry. In our campaign, we proposed the idea that Emerald Nuts should start competing in the "health foods" industry rather than the "snack foods" industry. We believed that targeting health conscious individuals and focusing on the health benefits of Emerald's products would be much more effective than just putting the products out in the very broad category of "snacks". We also proposed that Emerald create eco-friendly, recyclable packaging to catch the interest of environmentalists. I came up with the new slogan "Go Greener, Go Emerald" and I designed two magazine advertisements, an event flyer, a newspaper ad and a commercial which you can find below.