Emerald Nuts and Robert Goulet

Emerald Nuts, the brand behind one of the more interesting Superbowl ads (link to YouTube as the brand site fails to let you link direct), have extended their campaign with Robert Goulet through a new site advertising Goulet’s Snooze Bars. A simple concept, the bar gets you snoozing so that Robert can come back and play more tricks on you. Of course, there’s no actual product – trouble with FDA approval due to all the chemicals ;-) – and the product demo tries to hypnotise you.

if you really want to, you can download the lullabys as well.

Ad Critic have a good interview with the team behind the site:

After the Super Bowl spot it seemed like, of the people we wanted to reach, a lot of people were really interested in it. It seemed to be getting so much love on YouTube, and the comments were all so positive, which is so rare, so we had money lined up for a next phase but it wasn’t a broadcast, it wasn’t a radio, it wasn’t a print, it was just enough for some banners and a microsite. Rather than re-tackling the same brief of afternoon energy slumps it sort of naturally unfolded. We’re imaging that our Goulet character must be like ‘drat’ because he can’t maraud and steal like he used to now that the secret’s out. So what happens next? Goulet wants to get back at Emerald Nuts and get people sleeping again. So to get back at Emerald he’ll position a candy bar, do something in the snack category, and it’ll get people asleep so he can return to his sneaking. So that seemed like a fun, silly idea that seemed to hit on everything we wanted.

The thinking behind the site is bang on – don’t just continue the same vein but take the narrative to the next step, tell the next stage of the story. They’ve included web banners in the campaign but there is no indication that there is any reachout. However it is being picked up and getting some buzz around it (Technorati links) and it seems to be pretty postive. They have a hit on their hands I think.