Diamond Foods details Super Bowl spot

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Diamond Foods will unveil a new commercial featuring two of its snack food brands — Pop Secret Popcorn and Emerald Nuts — during CBS’s coverage of Super Bowl XLIV.


Diamond will be making a splash with its ad featuring the World’s Most Flamboyant dolphin trainer standing on top of a volcano in the middle of a marine theme park. The commercial begins with the trainer whipping the crowd into a frenzy screaming “Let’s Get Aquatic!” The ad ends with the phrase “Awesome + Awesome = Awesomer.” How this relates to popcorn and snack nuts will be revealed during the second half of the game.

View a preview of the ad and still frames

“We have used Super Bowl advertising very effectively over the years to drive broad awareness and growth of our Emerald brand,” said Diamond CEO Michael Mendes. “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.”

Diamond is no stranger to making memorable ads that positively impact sales having produced award winning ads that aired during Super Bowls in 2005, 2006 and 2007. In each year, the Company experienced high double digit growth in sales following those games as it built the Emerald snack food brand that it launched in 2004. This year, Diamond is sprinkling its magic on Pop Secret Popcorn, the brand it purchased in 2008 and took full control of in February 2009.

Goodby, Silverstein & Partners San Francisco handled creative.

Diamond will be supporting the television ad with campaign that includes print and online. The company will run a print advertisement in USA Today and online ads the week before the Super Bowl on the websites of USA Today, The Wall Street Journal and The New York Times. After the Super Bowl, Diamond will utilize search advertising via Google and YouTube to drive consumers to its branded websites.


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Carl has been with RBR-TVBR since 1997 and is currently Managing Director/Senior Editor. Residing in Northern Virginia, he covers the business of broadcasting, advertising, programming, new media and engineering. He’s also done a great deal of interviews for the company and handles our ever-growing stable of bylined columnists.