Wonderful Pistachio is known for their commercials with the latest celebrities, funny animals, and popular characters on a plain white background, with a bright green hint of color. Their 2013 Super Bowl commercial with South Korean rapper, Psy, the Gangnam Style guy, was hit after the he went viral on YouTube in 2012. Wonderful Pistachio’s Marc Seguin, vp of marketing, said, “We knew the Super Bowl would require something really special to stand out” (Nudd). They were right, with over 1 billion views, people all over the world were sure to recognize the catchy song and dance. Wonderful Pistachio’s knew it was important to analyze the macroenvironment before choosing their Super Bowl advertisement. Seguin said, “He’s penetrated the cultural consciousness of the United States,” (Nudd). Looking at fads in the environment can be helpful, although it requires luck and good timing (Kotler, Keller 96). Luckily Marc Seguin and his crew had both!
The commercial was a hit because it was familiar, but not too overplayed. It really was perfect timing. Using the viral content for a commercial can cause people to watch the commercial that may not even be interested in pistachios at first. It makes the viewer wonder what the commercial is for. Wonderful Pistachio does a good job at finding interesting subjects, which keep the audience’s attention, while selling their product.