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.
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Discussion Questions:
- What is branding?
- Why do you think some companies choose to feature mascots as part of their branding strategy?
- Who is Ernie the Elf?
- Why do you think Keebler chose to prominently feature Ernie the Elf as part of this marketing campaign?
- 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.