Friday, February 2, 2007

Emerald Takes Its 2007 Super Bowl Campaign Online

Emerald, the snack brand of Diamond Foods, Inc. (NASDAQ:DMND) today announced its pre-game online campaign leading up to Super Bowl XLI, which airs on Sunday, February 4, 2007. Leveraging Robert Goulet's ominous presence in the upcoming commercial and Emerald's current focus on nuts being an excellent source of natural energy during the time of day that people need it the most, has initiated the first stage of its robust online initiative that spans before, during and after the Super Bowl.

Among the online content are "victim testimonial" videos regarding unexplained missing or destroyed items, literature regarding Robert Goulet's secret dark side, an email alert system to warn others about the dangers of low energy in the office, and numerous pro-natural energy/anti-Goulet banner ads. These components are all part of a long-term strategy that was mapped out before the commercial was even filmed.

"The growing popularity of broadband entertainment has had a major impact on how our Super Bowl ad was approached," said Andrew Burke, vice president of marketing for Diamond Foods. "In the past, a commercial was filmed and then we determined if there was a component that could be leveraged for additional exposure. Now an expanded campaign was part of the up front planning for our Emerald nuts spot. By viewing it as more than a 30-second ad, we proactively planned to capture specific additional footage for creative purposes. As a result, we are rolling out an expansive online campaign that will run all the way through the game and beyond."

After the commercial airs on Sunday, new elements related to the campaign will surface, including a number of interactive and audio components that will be available on In addition, Emerald has purchased space on a leading video streaming site to ensure prominent visibility for the ad after it debuts.

Developed by Goodby, Silverstein & Partners of San Francisco, Emerald's national 30-second Super Bowl commercial will air in the third quarter and introduce the snack brand's new approach in offering consumers a healthy source of energy to keep them going through the midday slump.

For more information about Emerald snack products and to obtain screenshots to accompany coverage of the Super Bowl ad, visit the Press Center at .

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