Blue Diamond Almonds - Breeze High The Musical
With fierce competition on its heels, Almond Breeze was gearing up for a launch on TikTok. But how could this brand, owned by a 100-year old collective of growers, enter the platform with an idea that fans would be eager to engage with?
We turned to the social community and found a whole fan base around one specific flavor: Banana Breeze. To activate this fandom, Almond Breeze launched on Tiktok with a one-of-a-kind mini-musical telling the story of Almond Breeze Blended with Real Banana with the help of its musically inclined fans.
Role: Creative Director, Social
The musical that came to life on TikTok, became a 6 minute, five part show with original songs composed by Disney music director John Glaudini and voiced by real Almond Breeze fans who were chosen based on their duet auditions posted on the platform.
Singer-creators like @Lauren Paley kicked of audition with their interpretations of the original songs, follow by fans like @ShaneBurgo and @the_enchantedgeekdom who gave the audition their best shot by dueling their song of choice and singing along.
Through the acts and songs, the musical told the story of the new student at Breeze High, Banana, and how he and Almond fell in love. Singer-songwriter and social creator @JaxWritesSongs voiced Almond Tree, our narrator.
Act 1 (Part 1)
Act 1 (Part 2)
Results
In addition to making waves among musical-loving fans on TikTok, the musical was featured in Muse by Clio, Mobile Marketing Magazine, and has received over 4 million impressions on TikTok and counting.
#BreezeHighMusical: 14.6 mil Impressions, as of 6.1.21
@AlmondBreeze TikTok: 14.5k Followers gained
TBWA\Chiat\Day + Partners
Role: Creative Director, Social
Creative Director: Bert Marissen
Creative Director: Jeff O'Keefe
Creative (Art Director): Rachel Findlay
Creative (Art Director): Jessica Nugent
Producer: Ryan McDonald
Editor: Conner Jones
Composer: John Glaudini
Director: Taylor Lee Nicholson
Production Company: Co-Loop
