Everyone sees pistachios as just another nut. To change this perception, Wonderful would change the name to only sensible option, "Land Clam"
A name change like this is a big deal. Wonderful has to make it look like it was the people's idea. A heavily biased online poll would be held at PistachioOrLandClam.com to decide on the new name.
Print and digital billboards would act as drivers to the voting website.
Extend the debate into installations on subway platforms and train cars takeovers.
When Land Clams inevitably win, we would update the packaging to better fit the new name.
Announce the new product packaging along with the tagline: "They Taste Just Like Pistachios"
Stadium Promotions and Vendors
Land clams are the perfect snack at any major sporting event.
Land Clam exhibits at aquariums across the U.S.
Partner with the Food network to get Land Clams featured as an ingredient on competitive cooking show Chopped.
Robust social media campaign