every time it airs and draws the most balanced
viewership among any major televised event,” he
explained. “Viewers engage with the Olympics in a
way that they just don’t for other television programming
and that means endless opportunities for
Blue Diamond.
”
The cooperative has been ramping up its marketing activities
in the lead up to the Olympic Opening Ceremonies on
August 5 in Rio de Janeiro. Get Your Good Going television
advertising with USA Swimming and USA Volleyball
sponsorship tags at the end began airing toward the end of
June and print ads and coupons that reference the sponsorships
will help drive consumers into stores. Public relations activities
during the Olympic Trials for both USA Swimming and USA
Volleyball highlighted the cooperative’s involvement with the
teams and included signage both during competition and
in press conferences, putting a spotlight on the
Blue Diamond
brand. Even products themselves will mention the sponsorship,
with special stickers on the lids of six-ounce cans of Snack
Almonds bearing the USA Swimming logo.
As the Games get underway, the digital arm of the campaign
will go into full swing with the launch of a microsite,
LaneToGreatness.com, the heart of the USA Swimming
sponsorship campaign. There will also be commercials
highlighting the sponsorships playing before online videos and
fans of the cooperative on social media should expect to learn
more about the athletes, their training regimens and how
they incorporate
Blue Diamond
products into their nutrition
plan. Specifically, fans
will learn more about
swimmer Matt Grevers
and volleyball player
Kerri Walsh-Jennings
as the two are brand
ambassadors for
Blue
Diamond.
Grevers is
a six-time Olympic
medalist from Illinois.
Walsh-Jennings, from
California, is the winner of
three Olympic gold medals and will
be competing in her fifth Olympic Games this summer.
“Matt Grevers and Kerri Walsh-Jennings are the best brand
ambassadors we could have hoped for to bring our Get
Your Good Going message to the American people,” said
Al Greenlee, Director of Marketing for North American
Consumer Retail. “They have a passion for their sport that
is contagious. They believe in our products and we believe in
them and will be cheering for them and the rest of Team USA
on their quest for greatness!”
To learn more about
Blue Diamond’s
sponsorship of USA
Swimming and USA Volleyball, or to view the cooperative’s
latest commercials that tie-in with these sponsorships, be sure
to “like”
Blue Diamond Almonds
and
Almond Breeze
on Facebook.
