The What, The Why:
Skinny Dipped Almonds was founded in 2013 by Val and Breezy Griffith, a mother and daughter duo who spent years glorifying a busy lifestyle. They realized the importance of spending quality time with your loved ones and decided that starting a business together was a great step in the right direction and would allow them to spend more time together as a family. Thus, Skinny Dipped Almonds was created—a healthy yet delicious snack option that they felt hadn’t been fully introduced to the public yet. To Val, “a kitchen is pleasantly chaotic when you’re whizzing around in the middle of it, making something delicious”. SDA prides themselves on being family-oriented, fresh, healthy, and tempting—a good-for-you snack that feels too good to be true. The prompt for this advertisement was to create an 8.5 x 11 ad for a company that included as many items as possible (a photo, product placement, headline, body copy, subhead, legal copy, etc.). This challenged my ability to fit a large amount of information into a specific size for an advertisement.
The use of humor in this advertisement was used to appeal to women who are well-established in their career, lead busy lifestyles, are mothers who can’t seem to find time for themselves, etc. By highlighting that Skinny Dipped Almonds are confident in their ingredients and that you should be too, this advertisements encourages women to enjoy their guilty pleasure without the guilt. An almond personified as skinny dipping, “The Way Nature Intended”, uses humor to hit home the concept of feeling confident in your own skin, even when you indulge in a chocolate snack.
**Campaign extension coming soon**