Nabisco's Nutter Butter cookies have revived their marketing approach through bizarre social media campaigns that embrace weirdness and surrealism. Since 2023, their content has featured unusual and psychedelic visuals that have increased household penetration by 17% and uplifted viewer moods by 20%. Executives from Dentsu highlighted the effectiveness of this strange content in standing out in a crowded marketing landscape, emphasizing that while weirdness attracts attention, the goal is differentiation in a market saturated with conformity.
âIf the content makes sense, it performs worse,â admitted Dentsu senior social media manager Zach Poczekaj. The strangeness helps in standing out amidst the sameness.
The psychedelic peanut-butter nightmares that pop up daily on Instagram have increased household penetration of Nutter Butter by 17% and boosted viewers' moods by 20%.
Weirdness is the look, but difference is the goal, as marketers follow the same trends leading to a sea of sameness, explained Tony Wood, vp at Dentsu Creative.
Nutter Butter's bizarre social media marketing is possibly the most effective and surreal campaign ever, transforming cookies into eccentric and surreal characterizations.
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