Nutty campaign idea

Co-creation has to be one of the marketing community's absolute favourite buzzwords since media became social. It can be done well, of course, but all too often it ends up being terribly worthy and simply ticking all the 'correct' boxes.

The reality of most customer reviews is that they're minimal and rather unremarkable. But I was amused to see a campaign for Emerald Nuts that neatly turns this unremarkableness on its head. Thinking out of the shell?

The agency trawled through the customer reviews for the brand and found one that's typical, slightly odd, and consists of the 'two most positive words ever' - Yes, good.

And the following campaign is the result:



This campaign appeals to me for the same reasons as Mail Shrimp. No deep insights, no Pepsi-style trying to save the world. Because, as I've been reminded in this article, advertising is predominantly there to sell stuff.

Good though it is, I fear that encouraging people to join in and write their own reviews for Emerald Nuts may fall flat, though.

Once people know they might be used in advertising, they go all self-conscious.