Top
POLL POSITION
Sports Marketer of the Year
 
pollcode.com free polls
QUICK HITS

• Naismith Memorial Basketball Hall of Fame Finalists Class of 2018: Ray Allen, Maurice Cheeks, Charles “Lefty” Driesell, Hugh Evans, Grant Hill, Jason Kidd, Steve Nash, Rudy Tomjanovich, Chris Webber, Kim Mulkey, Katie Smith, Tina Thompson, Wayland Baptist University. Class of 2018 will be named during the NCAA Men’s Final Four weekend in San Antonio March 31-April 2.

• Serena Williams, who said her first auto purchase was a while Lincoln Navigator SUV she named “Ginger,” has signed to become an official spokesperson for the brand. A social media-based marketing campaign includes videos of Williams talking about and driving the 2018 Navigator, with ongoing videos to follow. “Partnering with a brand like Navigator comes from a genuine place,” she said in the first video. “Let’s just be honest: Serena Williams needs to be in the new Navigator.”

• The Smashing Pumpkins unveil 'Shiny And Oh So Bright' 36-city tour, their first tour in nearly 20 years, with founding members Billy Corgan, Jimmy Chamberlin, James Iha. Produced by Live Nation.

KEEPING SCORE

Most Exciting Sports Worldwide
1. Athletics (i.e. Olympics) 47% Very/Quite Exciting
2. Tennis 43%
3. Football (soccer) 43%
4. Rugby 41%
5. Gymnastics 36%
6. Boxing 32%
7. Formula 1 32%
8. Swimming 26%
9. Horse Racing 25%
10. Cycling 25%

Most Boring Sports Worldwide
1. Golf 70% Very/Quite Boring
2. U.S. Football 59%
3. Cricket 58%
4. Darts 58%
5. Snooker 57%
6. Basketball 52%
7. Horse Racing 52%
8. Cycling 50%
9. Formula 1 49%
10. Boxing 46%

Poll from YouGov.com

BUY SELL

Most-Watched Winter Olympics in U.S. TV History
1. Lillehammer, 1994* 204 million
2. Vancouver, 2010 190 million
3. Salt Lake City, 2002 187 million
T4. Torino, 2006 184 million
T4. Albertville, 1992 184 million
T4. Nagano, 1998 184 million
* Nancy Kerrigan/Tonya Harding incident

Source NBC Sports

SEARCH

NYSportsJournalism.com + Topic Of Requested Search

State Farm: Getting Older Winter Games Ads Below

COLLEGE

CFB Title Games '21-24
No. 1 Colleges Since '92
NCAA: More Health $$$
Cancer Drives Home
NCAA Reballs Madness

Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Main
Thursday
Jan212010

Diamond Foods Unlocks Four Seconds ($340K Worth) Of Super Bowl Ad 'Secret'

Consider this an $83,000 peek at Diamond Foods' Super Bowl XLIV spot.January 21, 2010: If you thought it was difficult to pry secrets from the CIA, trying getting Diamond Foods to talk about its upcoming Super Bowl XLIV spot. The company has been generous enough to unveil a sneak preview — four seconds worth — featuring two of its brands: Pop Secret Popcorn and Emerald Nuts.

Diamond Foods said the full commercial that will run during CBS’s coverage of the Super Bowl on Feb. 7 stars the "world’s most flamboyant dolphin trainer." In the four-second clip, the trainer is seen standing on top of a prefabricated volcano built in the water of a marine theme park. In an effort to charge up the audience, he yells the phrase, “Let’s get aquatic!”  Which apparently will be deciphered when the full ad is revealed. The clip ends with the text, “Awesome + Awesome = Awesomer.” According to Diamond Foods, "How this relates to popcorn and snack nuts will be revealed during the second half of the game."

Spend was not disclosed, but CBS is asking between $2.5-$2.8 million for a 30-second spot. Which means that Diamond Foods has revealed about $340,000 of its Super Bowl ad spend.

The commercial is part of a larger campaign that will include a print ad in USA Today and online media buys the week before the Super Bowl on the Web sites of USA Today, The Wall Street Journal and The New York Times. Following the Super Bowl, Diamond Foods said it would add search advertising via Google and YouTube to help drive consumers to its Web site. Lead agency is Goodby, Silverstein & Partners, San Francisco.

The Super Bowl effort comes on the heels of a campaign for Pop Secret that launched in December featuring animated kernel characters watching scenes from such movies as Caddyshack and The Dark Knight. Diamond Foods ran ads during Super Bowls XXXIX, XL and XLI, but sat out the past two events.  The new spot follows in the footsteps of such Emerald Nuts commercials as "3 PM Natural Energy"  featuring Robert Goulet, which aired during Super Bowl XLI; and "Unicorn," which ran during Super Bowl XL.

Ramping up consumer interest behind Pop Secret, which the company acquired in 2008 from General Mills, and supporting the success of Emerald Nuts, which Diamond said is the "fastest growing brand in the snack nut category [with sales growth] almost 50% over the previous year," inspired the San Francisco-based snack food company to return to the mix.

“We have used Super Bowl advertising very effectively over the years to drive broad awareness and growth of our Emerald brand,”  Michael Mendes, president and CEO for Diamond Foods, said in a statement. “This year, we are leveraging our Super Bowl investment featuring both Pop Secret Popcorn and Emerald Nuts in one ad. This reinforces the fact that Diamond has two contemporary snack food brands in its portfolio well-positioned to serve a similar consumer demographic.”

 According to Diamond Foods, Americans will consume 3.8 million pounds of popcorn and 2.5 million pounds of snack nuts on Super Bowl Sunday.

Diamond Foods Is (Emerald) Nuts About Super Bowl XLIV

Back to Super Bowl XLIV

Back to Home Page

Reader Comments

There are no comments for this journal entry. To create a new comment, use the form below.

PostPost a New Comment

Enter your information below to add a new comment.

My response is on my own website »
Author Email (optional):
Author URL (optional):
Post:
 
Some HTML allowed: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <code> <em> <i> <strike> <strong>