Planters Aims For Men, With A Magazine In Tow

A new campaign for Planters aims directly for men with a new “NUT-rition Mix,” and ties in “Men’s Health” magazine in the process:

From the press release:

”This is our first time working with a snack brand, and the product had to meet the high standards our readers know to expect from us,” said Ronan Gardiner, Publisher of Men’s Health. “Our food and nutrition editor worked closely with the team at Planters to meet this goal, and together they’ve succeeded in creating a tasty mix that has the nutrients and protein that active guys want.”

What’s interesting here is the direct partnership. Are we going to see more magazines partner with brands to lend their names to products? We’ve seen some magazines with their origins in bigger brands (say, Benetton’s COLOURS or personality-driven magazines like Rachael Ray’s). But now, other magazines are trying anything they can to bolster revenue and readership. This tie-in may further blur the line between editorial and advertising, if ever there was a line.

The New York office of TBWA/BEING created the spot above.

About Dan Goldgeier

Blogging on AdPulp since 2005, Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. In addition, he is a regular columnist for Dan published the best of his columns in a book entitled View From The Cheap Seats: A Broader Look at Advertising, Marketing, Branding, Global Politics, Office Politics, Sexual Politics, and Getting Drunk During a Job Interview. Look for it on Amazon in paperback and e-book editions.


  1. I do think the partnership between Men’s Health and Planters. This product will appeal to men probably more so that Dr. Pepper 10 because of the partnership. The wording does get a little awkward around the 19 sec. mark. However, this ad fits right in with the new group of “Manly” ads.   

  2. I do like the*