Blue Diamond Almonds
Advertising campaign strategy to give Blue Diamond Almonds a greater brand purpose via integration with the subculture of fencers. For this assignment, we were tasked to identify a subculture and learn everything about them— and then make Blue Diamond their snack of choice.
2025
This was completed as coursework at Boston University.
The Situation
The modern consumer is much expects much more from their brands than ever before. Brands today need to have a purpose, and it has to be relevant to their product or service. Blue Diamond is currently not purpose-driven, and so is not a relevant brand to consumers.
The Objective
Introduce almonds as the interbout snack in the world of pre-collegiate fencing, and increase social mentions of both “fencing” and “almonds” together by 200%.
Target Audience:
Ivy-Bound Fencers
Pre-collegiate competitive fencers who value nothing more than “grit, wit, and fit” on and off the strip. They are deeply rooted in routine, often venturing into superstition, especially when competing. Their body and its condition are of peak importance to them, as fencing is not only a sport but an opportunity for stress relief, community, and even college education.
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Between the wait times in the game and the heavy mental toll of a bout, it’s hard for young fencers to maintain their focus throughout a tournament, even though their future education may depend on their performance.
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For fencers to believe almonds are a crucial part of their game rituals, and choose it as their inter-bout snack.
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For pre-collegiate fencers, losing focus can cost more than a bout.
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Blue Diamond Almonds can help you stay focused on the next touch.
Media Channels
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YouTube
30% of Media Budget
Many fencers watch old games and tournaments for inspiration and to share with their friends at practice, so YouTube would be a great place to find fencers.
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League/Tournament Sponsorships
40% of Media Budget: MIAAF (Massachusetts high school fencing), FIE, and USA Fencing.
Blue Diamond is open to global partnerships, and in such a tight-knit community, fencers pay attention to any significant sponsors in the sport.
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TV and Streaming
30% of Media Budget
Sports networks broadcast professional fencing competitions that pre-collegiate fencers watch for fun. The broad reach of TV would help make the brand purpose widespread.
Event Advertising Mock-Ups
