To maintain leadership as the #1 brand in both peanut snacks and peanut butter categories, reinforcing brand recall through a humor-based, identity-driven brand-building campaign.

Humor-based campaigns are more memorable. Fans were already asking for a sense of belonging and Mani King gave them what they wished for: an identity.

“Manisero” — Reclaiming the popular Argentine slang word, used with a double meaning. Literal: A regular consumer of peanuts. Popular/slang: A humorous term used to refer to small penises. The campaign subtly leaned into this double meaning using playful, cheeky humor, letting the audience connect the dots. At first, the campaign launched covertly, and 24 hours later we revealed the true meaning behind being a “manisero”.

Mani King garnered over 55 million total views and was the foundation for a limitless amount of organic conversation.