Marketing Currents - Business and Marketing Current Events

Kraft Mac & Cheese Brings Back SpongeBob SquarePants Shape


SpongeBob usually lives in a pineapple under the sea, but he will finally return to his part-time residence: a blue box.

Click here to read the story at

Discussion Questions:

  1. What is fandom?
  2. How has Kraft tapped into the fandom surrounding SpongeBob SquarePants?
  3. How might that represent an example of brand loyalty?
  4. What is promotion?
  5. Why do you think Kraft only offered SpongeBob-themed Mac & Cheese for a limited time?
  6. What is licensing?
  7. Why is licensing necessary for Kraft to offer SpongeBob or Black Panther-themed Mac & Cheese products?
  8. What is packaging?
  9. Why is it important in marketing?
  10. How might SpongeBob, Black Panter, or other entertainment-themed packaging help Kraft to attract the attention of shoppers?
  11. What other characters might Kraft consider featuring in its packaging in the future? Come up with a list of ten in class, explaining how each might help the brand to sell more of its Mac & Cheese products.
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.