Mr. Peanut, the oldest legume, turns 100 : how much longer can this centurion survive? / Jane Boyd Thomas, Cara Peters, Keith Robbins.

Format:

Book

Author/Creator:

Thomas, Jane Boyd, author.

Peters, Cara, active 2020, author.

Robbins, Keith, active 2020, author.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

Advertising characters--Case studies.

Advertising characters.

Product management--Case studies.

Product management.

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : Society for Case Research, 2020.

Summary:

Mr. Peanut was 100 years old and one of the oldest brand characters in the market place. Despite his advanced age, many consumers recognized and loved the dapperly dressed legume and some had been long term, loyal followers. Peter Cotter, brand manager at The Kraft Heinz Company, wondered if a legume, wearing a top hat and monocle, was still a relatable brand character and how to keep the Planter's brand relevant. There had been a lot of conflicting information surrounding the health benefits and increased allergies to nuts. Mr. Cotter reviewed the history of Mr. Peanut, other centurion brands, and the company's recent marketing strategies. He needed to strengthen the love for the brand and its brand character, Mr. Peanut, but he was unsure what could be done.

Notes:

Description based on XML content.

ISBN:

1-0719-4481-9

9781071944813

OCLC:

1417356839