“Nutter Butter, You Good?” at Cannes Lions

There’s a brand campaign floating around at Cannes Lions that’s all a buzz not because of it’s big global purpose or it’s use of AI but because of it’s “back from the dead” cultural connections.

And that brand is Nutter Butter, one that you probably haven’t thought about in awhile and you wouldn’t be alone likely because the brand managers have not been putting a lot of marketing effort behind making sure that you do.

But they sure figured out a way to build a community of Nutter Butter die-hards and give them a cultural space to be their best selves … and to ultimately bring the brand back to the main stage shall we say. Take a look at the Cannes Lions award submission to get a sense of the marketing smarts here:

We will find out if it wins on the main stage at Cannes, but I’m giving it points for cleverness, ingenuity, and cultural creativity that only this brand can deliver.

Marketing at its finest.

What’s your experience? JIM