“Tasty Snacks, Nice Package”

The Challenge: Peanuts are the new iPhone. Said no one, ever. So how do you make something as ubiquitous as a snack food stand out?

The Solution: Channel your inner third-grade boy. There's nothing like inappropriate humor to get people talking. But the line between class and crass is thin. I balanced dirty talk with a clean, nostalgic package and a logo that looks more like grandma's cookies than a frat-boy prank.

To expand the brand and engage fans on a deeper level, I developed a brand narrative and content strategy that focuses on typical "Guy Issues" –  everything from fatherhood and sports to testicular cancer and gay marriage.