Avocados from Mexico gives Super Bowl parties a glow up with Pantone
Dive Brief:
- Avocados from Mexico unveiled its own Pantone color and an accompanying line of decor tailored for Super Bowl watch parties, per a news release.
- The color is described as a vibrant yellow-green meant to embody the namesake fruit at perfect ripeness. A limited-edition Avocado Glow Collection features a range of products, including a throw pillow, serving tray, guacamole bowl, apron and oven mitts united by the earthy hue.
- Consumers interested in securing the goods can enter their personal information for a chance to win the collection through Avocados from Mexico’s website starting today (Jan. 19). Other experiments around the big game include a new audio identity to create a more immersive Avocados From Mexico experience.
Dive Insight:
A Super Bowl regular, Avocados from Mexico is enhancing its marketing outside of the broadcast itself through the custom Pantone color and multisensory assets. The strategy could make a more memorable impression on consumers as they plan watch parties in the lead-up to the big game, which is a major sales occasion for the produce marketer.
Avocados from Mexico will run a 30-second spot during the NFL championship on Feb. 12, marking the eighth time it has done so in the past decade. The Super Bowl remains the biggest night in sports, with many viewers tuning in specifically to see the commercials. But as linear TV habits otherwise wane, more brands are focusing their energy on digital activities to drum up excitement and extend the shelf life of Super Bowl campaigns.
The Pantone color is attached to a collection of decor that could appeal to people hoping to add a unique spin to their viewing occasions. The hue resembles the inside of a ripe avocado, with a creamy yellow center surrounded by earthy green. The concept intends to tell “a story of the delicious flavor and the natural freshness of a heart-healthy ingredient,” said Laurie Pressman, vice president of the Pantone Color Institute, in a statement.
“It represents a brand that aims to make everything better; one that invites you to join a joyful celebration and to live life to its fullest with the vibrancy inspired by the traditional spirit of Mexicanity,” added Pressman.
At the same time, Avocados from Mexico is investing more in its audio identity to give consumers a layered sense of its brand, executives said. The company teamed with sonic branding agency Amp to develop AFM’s Sonic DNA, which draws on an established jingle and is sprinkled throughout its interactive digital Super Bowl platform. The dedicated website lets people play around with the tune and explore other content, including recipe ideas.
Avocados from Mexico’s broader Super Bowl campaign is centered on “good times and good taste,” a mantra communicated through a #MakeItBetter hashtag. Real-life couple Deion Sanders and Tracey Edmonds feature prominently in marketing elements, including on in-store displays carrying QR codes that let shoppers vote on their dueling recipes.
