this Planters Peanut commercial for the first time last night. What struck me about the ad was their use of an endorsement from Men's Health Magazine. Planters seemed proud; even going as far as to change the color of their packaging and include a Men's Health logo side-by-side with Mr. Peanut. Obviously, the brand really ran with their endorsement from Men's Health Magazine.
For the peanut producers, receiving the "healthy" endorsement is a positive, especially as calorie-cutting consumers are seeking healthier alternatives or at least (marketer provided) healthy reasons to justify their current snack selections.
However, any reasonable consumer should question the cross-promotional baggage that ensued. Men's Health didn't just endorse peanuts as a great source of protein, a fact that isn't exactly breaking news, they specifically endorsed Planters Peanuts as a great source of protein. Obviously, Planters isn't the only peanut packing the protein. Therefore, consumers walk away with the feeling that any genuine sentiment that may have existed when endorsing peanuts is overshadowed by a partnership between deceitful marketers and journalists willing to jeopardize their credibility.
Unfortunately, their execution may make this a moot point anyway. In the ad, the viewer must sift through a ridiculous side story loaded with unnecessary and obviously questionable proclamations about "manliness" before Planters ever gets to the important part - the protein. That's the whole key.
Peanuts (and other types of nuts) are packed with protein. It's a fact that can be supported by real evidence, as opposed to the to weak linkage of peanuts and masculine machismo. Even though Planters isn't the only nut with healthy protein (they all do), but it's the most popular peanut. Peanuts will gain the perception of healthy and when people think peanuts, they already think Planters first.
It's the luxury of being the category leader. And that's real peanut persuasion.