Emerald Nuts Sits Out the Super Bowl

Diamond Emerald Nuts has announced it won't be spending the reported $2.7 million price tag for a commercial in Super Bowl XLII. The company had been a Super Bowl advertiser for the past three years.

• Super Bowl XLI Ads: Ad Space Almost Sold Out
• Emerald Nuts in Super Bowl XLI: Robert Goulet Messes With Your Stuff

Instead of Super Bowl advertising, Diamond Emerald Nuts execs say they will plan promotions and events year-round. Some of those plans include cross-promotions with Anheuser-Busch.

Goodby, Silverstein & Partners, San Francisco, previously created Super Bowl commercials for Emerald Nuts. Super Bowl XLI's commercial featured the late Robert Goulet. Emerald Nuts execs say Goulet's death had nothing to do with their decision to stop advertising in the Super Bowl.