Hormel Foods brand PLANTERS and creative agency BBDO MW have launched a new campaign with a '90s R&B flair.
"Duo-licious" is a music video starring an irresistible duo singing about the "flavor harmony" of PLANTERS' newest variety Nut Duos.
The 90-second hero film sees the two heartthrobs popping up to croon about the three combos of Nut Duos each time someone tries to enjoy a bag of the new nut mix.
"The ‘Duo-licious’ campaign highlights PLANTERS Nut Duos with a blend of fun and excitement, highlighting how this new product transforms snacking into an unforgettable experience,” Ashley Krautkramer-Gonya, senior brand manager for the PLANTERS brand, said in a press release.
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The full 90-second ad and its 15-second clips were directed by Clay Weiner of Biscuit Films, with a smooth soundtrack by Squeak E. Clean.
BBDO MW Creative Director Eric Hansen described the spot as simple yet very memorable.
"When we heard crew members walking around and singing the lyrics to themselves on set, we knew we had something sticky," he concluded.
With catchy lyrics and memorable performances, the characters will appear across digital and social, including TikTok creator content and a Snapchat filter.
The "Duo-licious" campaign is a great example of brand management, developing PLANTERS' identity with a relatable strategy to introduce a new product.
It helps build long-term customer loyalty, as well as position PLANTERS as a brand that continues to stay relevant.
Mixed Nut Melody
Each clip begins the same way, with someone enjoying a bag of mixed nuts in a regular setting. After grabbing a handful, the R&B duo suddenly springs out, catching them by surprise.
Their appearance is comedic, but they still pull off an excellent performance with their smooth vocals.
The spots highlight how whether at the park or the pool, a bag of Nut Duos is the perfect harmony of flavors perfect for snacking.
Just like PLANTERS, Dunkin' is capitalizing on the ability of sound to promote its Iced Coffee for the summer, releasing a pop song by AJ McLean of the Backstreet Boys and Joey Fatone of *NSYNC.
Editing by Katherine 'Makkie' Maclang
