Mr. Peanut, the oldest legume, turns 100 : how much longer can this centurion survive? /
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 legum...
| Main Authors: | , , |
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| Format: | eBook |
| Language: | English |
| Published: |
London :
Society for Case Research,
2020.
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| Series: | SAGE business cases.
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| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
| 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. |
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| Physical Description: | 1 online resource : illustrations. |
| ISBN: | 9781071944813 1071944819 |