Planters’ new campaign is the brand’s latest effort to refresh its appearance in the eyes of consumers. Starting with “Sustenance” and proceeding with a series of like-minded spots through the year, Planters will focus its attention on the nutritious benefits of consuming peanuts, at a time when the U.S. plant-based food market is rapidly growing.
Click here to read the story at marketingdive.com.
Discussion Questions:
- What is a brand?
- What is branding?
- How might a mascot help a company to brand its product or service?
- Who is the Planters mascot?
- What is brand awareness?
- How might Mr. Peanut help to drive brand awareness for Planters?
- What is a brand refresh?
- Why do you think Planters is giving the brand a refresh?
- Based on information from this story, describe what Planters is doing to refresh the brand.