Marketing Currents - Business and Marketing Current Events

Ernie The Elf Takes Center Stage In Broad-Based Keebler Campaign

A year after Ferrero Group acquired the Keebler brand, Ernie the Elf is spreading the word about “real” cookie ingredients combined with magical family moments. It’s a multi-faceted campaign that seeks to modernize Ernie by immersing him in various digital settings—including shoppable ads on Hulu.

Click here to read the story from mediapost.com.

Discussion Questions:

  1. What is branding?
  2. Why do you think some companies choose to feature mascots as part of their branding strategy?
  3. Who is Ernie the Elf?
  4. Why do you think Keebler chose to prominently feature Ernie the Elf as part of this marketing campaign?
  5. Describe how Keebler will be using Ernie as part of this campaign. Provide at least two specific examples of how they are using the character and what you think they hope to accomplish by building a marketing campaign around the brand’s mascot.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.

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