After 22 Years Under Construction, Almond.com Gets a Very Unexpected Makeover

Silk makes Gary Almond's dream come true

Since 1995, visitors to Almond.com have encountered a website constantly “under construction.” That’s because the URL was nabbed that year by Gary Almond, a businessman then based in Silicon Valley (now a resident of Farmington, New Mexico). Gary registered the domain and kept it ever since, but never got around to properly sprucing it up.

Until now.

On Thursday, in celebration of National Almond Day, the world can enjoy a much more professional-looking Almond.com, with a big flashy photo of Gary along with his business bio and contact information—thanks to a helping hand from Silk, makers of almond milk.

Silk, of course, has been pining after the Almond.com URL for years. But since Gary was unwilling to part with it, the brand decided to do the next best thing—become his friend, and leverage that for a little PR value.

The website, created by Silk agency Fallon in Minneapolis, is actually pretty bare bones, although you do get a colorful surprise when you click on the logo in the upper left.

“Fallon and Silk wanted to do something to celebrate National Almond Day in a fun way,” Rick Utzinger, creative director at Fallon, tells AdFreak. “We were impressed with Gary’s 22-year ownership of almond.com—how many people even had a domain name in 1995? It’s a story worth rewarding and seemed a natural fit with the current Silk campaign, where the Silk Man is constantly surprising with Silk products.”

Here’s a video showing Silk presenting Gary with the brand-new website:

And here’s a brief Q&A with Gary, in which he reveals that he’s had as many as two offers a month for Almond.com over the years. Good thing he turned down all that cash!

Check out more from Fallon’s “Tastes Like Better” campaign for Silk here.

CREDITS

—Gary Almond Credits
Client: Silk
Agency: Fallon
Chief Creative Officer: Jeff Kling
Creative Director: Rick Utzinger
Art Director: Rob Stone
Copywriter: Myles Brown
Social Strategist/Creative: Nick Massahos
Producer: Patrick Gantert
Director: Ryan Phillipe
DP/Editor: Chris Lacourciere
Director of Business Affairs: Brendan Lawrence
Director of Account Management, General Manager: Matt Benka
Business Lead: Jordan Hoffarber
Account Supervisor: Natalie Harrison
Account Manager: Jarad Watts

Media Agency: Spark
PR Agency: Golin

Silk
Rebekah Lyle: Director of Marketing & Innovation, Plant Based Beverages
Ellen Schell: Brand Manager
Karen White: Consumer Engagement
Suzanne Wolke: Associate Digital Marketing Manager

—Tastes Like Better Campaign Credits
Silk
Brand:
John Ghingo: President, Plant-Based Food and Beverages
Rebekah Lyle: Director of Marketing & Innovation, Plant Based Beverages
Ellen Schell: Brand Manager
Dan Hamilton: Director, Consumer Engagement
Suzanne Kevlyn: Director, Consumer Insights

Yogurt:
Jason Vieth: Senior Vice President & General Manager
Karissa Lim: Brand Manager

Agency: Fallon
Chief Creative Officer: Jeff Kling
Creative Director: Rick Utzinger
Art Director: Rob Stone
Copywriter: Myles Brown
Director of Film: Pat Sidoti
Executive Producer: Erin Simle
Production Assistant: Kolter Ridge
Director of Business Affairs: Brendan Lawrence
Director of Account Management, General Manager: Matt Benka
Account Supervisor: Natalie Harrison
Account Manager: Jarad Watts

Production Company: Smuggler
Director: Randy Krallman
Executive Producers: Patrick Milling Smith, Brian Carmody
Chief Operating Officer: Andrew Colon
Line Producer: Ian Blain
Director of Photography: Jeffrey Kim

Editorial: Arcade
EP – Crissy DeSimone
Editor – Will Hasell
Senior Producer – Rebecca Jameson
Assistant Editor – Aaron Castro, Tessa Malsam

Post-Production (Finishing and CGI): Timber
Creative Director’s / Partners – Jonah Hall & Kevin Lau
Executive Producer: Sabrina Elizondo
Sr. Producer: Lauren Loftus
Lead Flame Artist: Todd Mesher
Flame Artist: Mark Loso
Flame Assist: Austin Lewis / Sarah Vigil-Bass
CG Supervisor: Casey Benn
CG Artist: Ian Ross
Designer/Animator: Gabriel Valente Ferrão
Nuke Artist: Michael Loney

Color: MPC
Colorist: Mark Gethin
Executive Producer: Meghan Lang
Producer: Rebecca Boorsma

Audio: Beacon Street
Music: Beacon Street Studios
EP: Adrea Lavezzoli
Mixer: Rommel Molina
Assistant Mixer: Aaron Cornacchio
Mix Producer: Kate Vadnais

On-Set Photographer: Erik Ian

Media Agency: Spark
PR Agency: Golin