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Article: TAKING A SHOT AT THE BIG TIME SNACK FOOD NEWCOMER ANTES UP MILLIONS, BETTING ITS LONE SUPER BOWL AD WILL SCORE
- Article from:
- The Boston Globe (Boston, MA)
- Article date:
- February 4, 2005
- Author:
CopyrightCopyright 2005 The Boston Globe. Provided by ProQuest LLC. (Hide copyright information)
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Emerald of California is putting all its nuts in a single bowl:
the Super Bowl.
A newcomer to the snack food aisle, the company is bucking the
conventional advertising wisdom that repetition is the cornerstone of
success. Instead, it's betting on one 30-second spot during the Super
Bowl to make people take notice.
"We can buy one spot, and we can make one ad for that one spot,"
said Sandra McBride, Emerald's vice president of marketing. "We've
got to make it work for us."
Like Monster.com in 1999, Emerald is counting on television's
marquee advertising event to imprint its little-known name on
people's minds. Sunday's Super Bowl is expected to draw 145 million
viewers, and most actually stay ...