These little nuts are desirable for several reasons. The marketing campaign uses lots of celebrities that appeal to many different demographics to help them appeal to wide audiences. Also, all of the commercials are funny, and humor helps make the brand viral. The brand of the product is “Wonderful” which on some level must be attractive to consumers. Finally, the product itself is superior to other brands of ‘stachios. Have you ever cracked open a non-Wonderful pistachio? Three nuts in your fingers start looking like something from a horror movie. Wonderful pistachios make what can be an unpleasant experience (cracking open the nuts) easy.