Pistachio industry bets on 'sex sells' mentality with ads There's one sure-fire way to get folks to forget about last spring's nationwide pistachio recall: Make 'em think about sex, instead. Make that kinky sex. Like, say, an honest-to-goodness dominatrix — who formerly worked her trade in Los Angeles — cracking open a pistachio with her whip. A voice-over explains: "A dominatrix does it on command." Or Levi Johnston, the media-hungry father of former Alaska governor Sarah Palin's out-of-wedlock grandchild, starring in his first TV spot. In it, he's standing next to a bodyguard as a voice-over notes: "Now, Levi does it with protection." Er, that's how he cracks open pistachios, that is — wink, wink. Never mind that this is the first time the pistachio industry has broadcast ads nationally, or that it's pumping $15 million into the campaign. At the heart of all this is an often sexually risqué marketing campaign that's made to go viral online. In a new world of marketing, social-networking buzz reigns, particularly for struggling companies or industries with small ad budgets. The $800 million domestic pistachio industry still hasn't recovered from the recall of 2 million pounds of pistachios after last April's salmonella contamination scare. Sales are off upwards of 20% for the year. The new campaign aims to fix that. "We want to get some sizzle out there," says Dominic Engels, vice president of global marketing for Paramount Farms, the largest grower, processor and marketer of pistachios in the world. "By providing chatter on the Internet, this starts to multiply your base. That's when you get exponential impact." Of course, no company can guarantee its campaign will go viral. That only happens to about one in 100 advertisements, says Al Silverstein, senior vice president of innovation and strategy at Active International, which specializes in digital consulting. But the powerful elements of offbeat humor, provocative celebrities and sexual imagery can help, he says. "The most important thing is to resonate with the consumer," Silverstein says. "If it looks too contrived, it won't be effective." But Engels insists nothing is contrived in this campaign. And there's even a separate YouTube video contest for consumers to create their own pistachio commercials — one of which will earn $25,000 and a national airing. Because national ads have never been broadcast for pistachios, "We have a blank canvas," he says. "People don't think of buying pistachios. We have to earn a right to be on the shopping list." Guidelines: You share in the USA TODAY community, so please keep your comments smart and civil. Don't attack other readers personally, and keep your language decent. Use the "Report Abuse" button to make a difference. You share in the USA TODAY community, so please keep your comments smart and civil. Don't attack other readers personally, and keep your language decent. Use the "Report Abuse" button to make a difference. Read more