BLUE DIAMOND NUTS

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BLUE DIAMOND NUTS *

A deep dive into the subculture of theatre kids.

The ask: Peak behind the curtain of the target audience - Theatre Kids - and build a campaign to increase sales of their new flavor.

The insight: Time spent eating is time lost mastering their craft.

Meet the Cast

We interviewed college students involved in/who love theatre to understand the role theatre plays in their life.

Why theatre?

“It’s about the people from start to finish. Whether or not someone pursues theatre as a career, the friends and family from theatre stay.”

— Emily

How did you get into theatre?

“My brother did it, and I needed something to do. My mom did it in high school, and my dad did it in the Air Force. My family has always loved theater.”

— Noel

What role does it play in your life?

“Theater impacts not just interests or literal activities but the people you party with, the people you grab coffee with, live with, etc.”

— Evan

3 myths about theatre kids

  • Reality: When non-theater lovers hear the term “theater kid,” stereotypical characteristics often come to mind. These traits can include being “quirky,” “weird,” and “anti-social.” The Spectrum said, “Theater kids have long been written off as a subculture which serves as nothing more than a hotbed for drama and inflated egos.” Just because interests differ does not mean these traits are accurate; kids in the theater world build communities that feel as close as family members, spending hours a week in rehearsals and getting to know each other on very deep levels. 

  • Reality: Theater kids are not limited to those who perform. Although many people start with performing in school musicals or community theater, there are often more people involved in the behind-the-scenes than the cast. The tech team, directors, producers, writers, songwriters, casting directors, stage managers - these are people who are heavily involved but do not get the limelight.

  • Reality: For “Glee” fans, this is Rachel Berry’s character. And though this character exists IRL, a majority of people in the theater community are there for the sh*ts and giggles. Especially at a level like undergraduate extracurricular musical theater, people are there to have fun and bring joy to other people. One example? Emily’s community theatre has a ritual called “The Nut,” where before every opening night, someone on the tech team brings a coconut to smash on the ground. Everyone in the cast and crew has to eat a piece of the coconut.

Day-in-the-life of a college theatre kid

What a typical show-week day looks like.

8:00 AM - Wake up - Might still have leftover makeup from last night’s tech rehearsal, get ready for the day

9:00 AM - Food prep - eat breakfast, pack lunch & dinner for the rest of the day

10:00 AM - Work at the cafe - Catch up on any assignments and homework not done during the heavy rehearsal week

12:30 PM - Anthropology class

2:00 PM - Lunch

3:30 PM - Internship meeting

4:00 PM - Strategy class meeting

5:00 PM - Call time - get to the theater, get into hair & makeup, costumes

6:00 PM - Warm-ups - vocal, dance, lift call

7:00 PM - “Dinner” - try and squeeze in a quick frozen meal before the audience starts rolling in

8:00 PM - Show time! - nothing else matters but your character, your cast, and the audience for 2 hours

10:00 PM - End of show - go straight home 

10:30 PM - Second dinner - frozen meal or ramen for the quickest meal with the least amount of dishes

11:30 PM - Get unready - take off the layers of makeup and gel in your hair

12:00 AM - Enrichment time - only time to do nothing (scroll, read, watch TV)

12:30 PM - Time to sleep and do it all over again the next day

Unique-isms - the theatre kid dictionary

“Thank you 10” = a response to the director/choreographer/stage manager calling out timing. Example - Director: “10 minute break” / everyone responds: “Thank you 10,” or “Places for the top of the show!” / “Thank you Places!”

“The Scottish play” = superstition that saying “Macbeth” out loud in a theater will bring bad luck; requires rituals to counteract the curse

Slime tutorial = bootleg versions of shows or performances posted on YouTube; most performers will reference these videos as “slime tutorial” instead of “show video”

Pre- & post-show rituals like “The Nut” = beyond individual actors’ rituals before and after a show, many theaters and theatre groups will have rituals that involve the whole cast and crew, fostering a sense of camaraderie 

Spirit week = since the week before and during the show is known to be the high stress time, student leadership will organize themed activities to keep morale high during rehearsals (called tech week) and show week (the week of performances)

The brief

BRIEF BACKGROUND

Goal: Blue Diamond Nuts wants to increase sales of their new flavor “Thespian Fuel” by 5%

Audience: Tireless Theatrical Thespians - college students who grew up in and around theatre, and love it so much they are still a part of a college theatre group

Problem: Tireless Theatrical Thespians have jam packed schedules that leave little time for anything but theatre.

Key Action: Get “Thespian Fuel” to be the go-to quick rehearsal snack for Tireless Theatrical Thespians.

Insight: Time spent eating is time lost mastering your craft.

Single minded message: When feeling low on time and energy, grab a pack of “Thespian Fuel.”

CREATIVE BRIEF

Get - Tireless Theatrical Thespians

Who - have jam-packed schedules

To - grab “Thespian Fuel” as a rehearsal snack

By - posing it as a time-saving snack for on the go.

The creative campaign: “Sorry, I Can’t, I Have Rehearsal”

MEDIA CHANNELS * Social media * OOH * Streaming *

Relating to, and connecting with, theatre kids’ busy schedules, “Sorry, I Can’t, I Have Rehearsal” draws on the common phrase uttered to every theatre kid’s friend when they can’t make plans because… they have rehearsal.

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