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MediaBuyerPlanner: After three years of Super Bowl advertising, Diamond Emerald Nuts plans to forego ads during the big game, and instead do events around the game.
The Oct. 30 death of spokesman Robert Goulet had nothing to do with the decision, the company says (via Brandweek).
The brand is just three years old, and already has an 84 percent awareness, according to svp-marketing Andrew Burke. "We really utilize the Super Bowl to be that broad vehicle to kind of get the word out about Emerald Nuts as a brand...now, we feel like, as we move forward and scale up as a snack business, that we want to extend our promotions throughout the year."
The promotions will include a partnership with Anheuser-Busch; last year, Emerald Nuts were included with 15,000 A-B holiday POP displays.
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