PLANTERS®
PROTEIN POWERED PROGRAM
the challenge
PLANTERS WANTED TO REINTRODUCE PEANUTS TO A NEW GENERATION; ONE THAT VALUES WELLNESS, ENERGY, AND AUTHENTICITY.
THE CHALLENGE: REPOSITION AN ICONIC SNACK AS A MODERN PROTEIN SOURCE THAT FITS THE RHYTHM OF REAL LIFE. THE BRAND NEEDED TO REACH HEALTH-CONSCIOUS, ON-THE-GO CONSUMERS IN SPACES WHERE FITNESS, FLAVOR, AND COMMUNITY ALREADY INTERSECT, AND PROVE THAT PEANUTS CAN POWER MORE THAN NOSTALGIA.
the SOLUTION
SOHO EXPERIENTIAL DESIGNED THE PROTEIN-POWERED PROGRAM, A MULTI-CHANNEL CAMPAIGN THAT MET CONSUMERS WHEREVER THEY MOVE: AT THE GYM, ON THE MARATHON COURSE, AND IN THE CROWD.
THE PROGRAM LAUNCHED WITH A THREE-PART STRATEGY:
VENUE SAMPLING BROUGHT PLANTERS INTO EVERYDAY FITNESS CULTURE ACROSS 11 STATES, FROM YOGA STUDIOS AND BARRE CLASSES TO CROSSFIT GYMS AND SPIN STUDIOS. EACH LOCATION BECAME A MICRO-ACTIVATION HUB, OFFERING TRIAL-SIZE SAMPLES, BRANDED TABLE TENTS, AND COUPONS THAT SPARKED CONVERSATION ABOUT PEANUTS AS A PROTEIN-PACKED SNACK.
MOMENTUM CARRIED INTO TWO LARGE-SCALE LIVE EVENTS: ATLANTA FOOD & WINE FESTIVAL AND THE PORTLAND MARATHON & FITNESS EXPO. SOHO DESIGNED A 10X10 POP-UP THAT MERGED WELLNESS AND FUN, COMPLETE WITH A PEANUT-SHAPED PLINKO GAME, CUSTOM PHOTO MOMENTS, BRANDED GIVEAWAYS, AND THE STAR OF THE SHOW: FRESH, PERFECTLY SALTED PEANUT SAMPLES.
ACROSS BOTH EVENTS, GUESTS ENGAGED WITH THE BRAND THROUGH PLAYFUL, HIGH-ENERGY EXPERIENCES THAT ENCOURAGED SAMPLING, SHARING, AND SURPRISE. EVERY ELEMENT REINFORCED PLANTERS’ NEW MESSAGE: 7G OF PROTEIN, ENDLESS FLAVOR, AND A LEGACY WORTH REDISCOVERING.
