Diamond Foods, the maker of Emerald Nuts, is back with a Super Bowl ad for a third year in a row. For the past two years, the company has used quirky acronyms to create buzz for its brand of snack nuts. This year, Emerald is going with a more traditional marketing gimmick, employing a celebrity.
But the Emerald Nuts ad still promises to be quite goofy since the celebrity in the commercial is none other than Robert Goulet, the actor and singer most well-known for his role in the Broadway musical "Camelot."
So why is Emerald going with a celebrity that many of the Super Bowl's younger viewers have probably never heard of? "We like Goulet for a lot of reasons. We think his personality has potential to resonate among multiple age categories," said Andrew Burke, vice president of marketing for Diamond Foods. "There is the potential for a lot of water cooler talk with this ad after the Super Bowl. He's familiar but not that familiar."
Burke wouldn't say exactly what Goulet would be doing in the commercial. But considering that previous Emerald Super Bowl ads featured unicorns, the Easter Bunny, druids and machete enthusiasts, it seems safe to say that the spot should be pretty bizarre.