The big, unanswered question was whether or not this was too big of an ask. Our plan was that if we liked a performance from an auditioning TikTok user, we'd get their permission and slot it right into the finished musical. with My version of “King of The Cafeteria” for #BreezeHighMusical Follow and duet their video to snag the role! #ad ♬ original sound - Almond Breeze Then, with our in-house design team, we made poppy, karaoke-style videos of our original songs, posted them on our handle, and recruited four other music-oriented influencers to duet the songs, modeling the audition process for their followers. While Taylor and her team worked, we enlisted irreverent TikTok singer-songwriter to play the part of our narrator-an almond tree-and post about the project. making a musical about Banana Almond Breeze with, and we need your help! Auditions are open 5/5-5/11 #BreezeHighMusical ♬ original sound - Almond Breeze In short order, she even cranked out a charming teaser featuring a snippet of John's music that helped generate buzz. Her contributions gave the project new, unexpected layers of heart and complexity. In her crafty, surreal style, she began to flesh out the three-dimensional characters and environment of Breeze High. She's been told that she's like Pee-Wee Herman if he were a depressed millennial influencer, but we never saw her without a smile on her face. With our music and lyrics locked in, we began working with our next key collaborator, artist and director Taylor Lee Nicholson. Most significantly, he composed fantastic, irresistibly catchy music. When we needed a part for an influencer, he suggested a narrator-a classic musical theater device-to help bridge the acts. John helped us hone the story, trim some fat, craft lyrics and nail the tone. He's a veteran musical theater composer who happened to be on break from his regular gig as a music producer at Disney Live Entertainment. John doesn't work for an advertising music house. We broke it into acts, with an idea for each big number, and brought it to composer John Glaudini. It's High School Musical meets La La Land meets Footloose meets Jamba Juice. There's a big finale at the school dance. There's a fantasy sequence involving a blender. Her boyfriend, Chocolate, confronts him in the cafeteria. His plans are derailed when he falls for Almond. Here it is: Banana is the new kid in school, looking to blend in. So, not only were we architecting a musical, we were orchestrating a channel launch.īut our first task was to sketch out the story of Breeze High: The Musical. One additional hurdle to negotiate: Almond Breeze wasn't on TikTok yet. Their voices would bring the characters to life. And we needed to give TikTok users a clearly defined role at least that part was a no brainer-we needed them to sing. The characters and even the sets needed to charm and delight. We knew if our project came off as too sell-y, for example, or too tossed together, it would be dismissed immediately. All you have to do is to show up authentically and earn their attention. The platform has music at its core, of course, and its baked-in mechanics make it easy and fun for people to participate. If a brand is looking to engage with consumers, TikTok is an amazing place to be. And along with fans of other Almond Breeze products, they're on TikTok talking about it. To say it's popular with consumers would be an understatement. The brief that started all this was for a product called Almond Breeze Blended with Real Bananas. And we want to smile-when a musical combines craftsmanship with self-awareness and humor, we get to be in on the joke and yet still tear up when true love prevails.
Our next thought was: I would watch that.īecause let us face it: We all love musicals. So when a creative team on Almond Breeze came to us with an idea for a TikTok musical about a banana and an almond who fall hard for each other in high school, our first thought was: hmmm. For whatever reason, even the best ones require us to push past just a touch of embarrassment.
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