Planters Manliest Mix

Objective

Planters launched the Manliest Mix campaign in partnership with Men's Health magazine to position a new health-focused nut snack blend to male consumers. The brand sought to align with an authority voice in men's fitness and wellness while reinforcing Mr. Peanut's appeal to health-conscious, younger audiences through an interactive mobile game.

Solution

Arm Wrestle Boxing was a free iOS game where players challenged Mr. Peanut and his Manliest Mix teammates—Alejandro the Almond and Pete Stachio—in rounds combining arm wrestling and boxing mechanics. The game was promoted via Facebook integration and embedded in Men's Health mobile apps. Players could 'test their manliness against the team' after liking Mr. Peanut's page. The campaign launched in April 2012 with a television commercial, May 2012 print placement in Men's Health, and nationwide product availability across grocery and retail chains.

Results

Not published.