TL;DR (A QUICK SUMMARY)

Blue Diamond’s Whole Natural product was experiencing a -7% drop in sales due to a widening set of private label raw almonds and competitive pricing among other brands. To restore growth, Blue Diamond was in need of a disruptive repositioning. Elevating the brand into a category of one, we reestablished Whole Natural as the best beauty almond.

THE BRIEF

Background

Almonds as a beauty food isn’t new. But while almonds have a home in beauty, almond brands haven’t.

Challenge

A persistent belief that all almonds are created equally.

Assignment

Restore growth to Whole Natural by establishing it as the best almond for healthy beauty, inside and out

Target

Gen X Women

A generation misunderstood by the beauty industry. From articles like “8 Things a Woman Over 40 Should Never Wear” to “50 Things No Woman Over 40 Should Own,” these women have heard it all. In spite of all that, she still navigates the world with confidence.

Audience Tension

She owns her whole self, but doesn’t always care for it.

Research indicates that Gen X women:

• Get less sleep than any generation.

• Self-report experiencing low well-being

Creative Idea

Feel Beauty Full.

There’s beauty to be found inside every Blue Diamond Whole Natural Almond.

Beauty that you can see, and beauty that you can feel.

So, grab a handful of nonpareil supremes, and... Feel Beauty Full

In this campaign, we’ll show the good on inside becoming the good on outside using diamond patterns, connecting our product and our woman by the beauty they share.