Planters: Digital 2008 Strategy
To amplify the launch of Planters' fresh tagline, "Instinctively Good Food.", we orchestrated a comprehensive overhaul of the brand's website, accompanied by the creation of an illustrative microsite that intricately unfolded the essence of the new tagline. In addition, we conceived dynamic rich media banners, offering users an interactive platform to engage their instincts with Planters nuts.
Brand Website
Planters: “Manstincts” Microsite and Banner Campaign
Challenge
Planters wanted to extend its Instinctively Good campaign into digital, connecting with men aged 35–64 who balanced family life with humor and routine. The goal was to make Planters part of everyday entertainment and reaffirm its place as the go-to salty snack.
Planters wanted to extend its Instinctively Good campaign into digital, connecting with men aged 35–64 who balanced family life with humor and routine. The goal was to make Planters part of everyday entertainment and reaffirm its place as the go-to salty snack.
Approach
As Senior Art Director, I led the visual design for Manstincts.com and its supporting banner campaign. The microsite launched alongside Super Bowl XLII as an interactive hub for short-form content—videos, quizzes, and casual games—that turned the campaign’s theme of instinct into playful digital storytelling. Every element was designed to reward curiosity and keep users engaged through humor and repetition.
As Senior Art Director, I led the visual design for Manstincts.com and its supporting banner campaign. The microsite launched alongside Super Bowl XLII as an interactive hub for short-form content—videos, quizzes, and casual games—that turned the campaign’s theme of instinct into playful digital storytelling. Every element was designed to reward curiosity and keep users engaged through humor and repetition.
The banner ads complemented the site with mini-games that dramatized the craving for Planters. Each ad invited users to act on impulse, turning “instinct” into a quick, competitive experience that reflected the brand’s tone.
Outcome
The campaign introduced Planters to new digital audiences and extended its brand voice across web and media platforms. Engagement exceeded expectations, with strong repeat visits and above-average click-through rates for rich media at the time. The work helped define Planters’ early digital presence and showed how a traditional snack brand could live comfortably in the humor-driven culture of the web.
The campaign introduced Planters to new digital audiences and extended its brand voice across web and media platforms. Engagement exceeded expectations, with strong repeat visits and above-average click-through rates for rich media at the time. The work helped define Planters’ early digital presence and showed how a traditional snack brand could live comfortably in the humor-driven culture of the web.
Rich and Standard Banners
Agency: Razorfish
Role: Senior Art Director (Lead Digital Design)
Role: Senior Art Director (Lead Digital Design)
