Issue link: https://www.e-digitaleditions.com/i/1310869
AROUND THE WORLD 19 beauty. With this insight, ABC expanded its program to include communications on beauty amongst younger female consumers, who also tend to be more internet savvy. With this understanding, ABC's 2020/21 marketing program will include digital advertising on popular platforms like Facebook, Instagram and YouTube. This is a big move for the India program as it is ABC's first formal social media campaign in this market. E4 (UK, France, Germany and Italy) ABC's programs in Europe continue to show consumers why almonds should be their go-to choice. In the UK, ABC's quirky, playful campaign asks consumers "Do You Almond?" and celebrates those who fuel their daily successes with almonds by showing how eating almonds helps keep people on their A-game. This year, in addition to digital, social, YouTube and Spotify advertising, ABC will be launching a bold new influencer campaign, asking Instagram influencers to take the "Do You Almond?" challenge and show their followers creative, tongue-in-cheek transformations of their lives before and after they consume our favorite nut. ABC's German campaign, "Snack the California Sun," will also include a new influencer component. This year, alongside digital, TV and digital out-of-home advertising (such as billboards), ABC will be partnering with a stellar line-up of German influencers to drive the message that California almonds are a rich but light energy-giving snack that have added beauty benefits, too. In France, ABC is conducting extensive market research to better understand a newly identified consumer target. From there, the Almond Board will use insights gained to launch a new consumer advertising campaign that is scheduled to begin in the summer of 2021. Stay tuned for more information on this campaign! And finally, in Italy the Almond Board is continuing its "Energy Recharge" campaign. This upcoming crop year, ABC will partner with Italy's largest multi-media owner, MediaSet, allowing for a truly integrated campaign across multiple media touchpoints including digital out-of-home, radio and TV advertising, through which the Almond Board can show how California almonds are a healthy, tasty snack that naturally recharges consumers' batteries, wherever they are. China, South Korea and Japan The Almond Board's programs in these markets continue to focus on the beauty benefits of almonds. In China, the ABC team launched its "The Skin Experts" 1 USDA-NASS. 2020 California Almond Objective Measurement Report. July 2020. SNACK DIE SONNE KALIFORNIENS 23 MANDELN | 160 KALORIEN | 100% LEBENSFREUDE Spür die Energie. Fühl die Leichtigkeit. Schmeck das volle Leben. © 2017 Almond Board of California. Alle Rechte vorbehalten. Continued from page 18 In January 2020, ABC launched its "Do You Almond?" campaign, which included a full takeover of advertising space in London's public transportation underground rail system. One advertisement example from ABC's marketing campaign in Germany, "Snack the California Sun."