Brands Try to Convince New Generations Products Aren’t Just for Their Parents
By Janet Morrissey - August 26, 2018
In June, Planters’ iconic Mr. Peanut popped up on social media to peddle a canister of Cheez Balls.
“How much would you give to try my Cheez Balls? No. Really. There’s a canister up on eBay,” read a mischievous tweet from the account of the top-hatted Mr. Peanut. The crispy snack was a favorite among some in the 1980s and ’90s before being discontinued about 12 years ago, and the tweet caused some commotion online. The canister wound up selling for more than $2,000.
“We got almost 1.5 billion impressions,” said Eduardo Luz, president of the United States grocery business at Kraft Heinz, which owns Planters Cheez Balls. “It’s a marketer’s dream.”
Ten days after the canister’s sale, the company announced that Cheez Balls would return for a limited time.
Planters is among a growing number of brands reintroducing products for new generations.
Read the full New York Times article, here.
For more information on TotalSocial® or to request a demo, visit www.engagementlabs.com
For sales contact us at: email@example.com
For media inquires contact us at: firstname.lastname@example.org
Want a better understanding of the online and offline conversations around your brand? Are you a journalist who wants to use real data to measure the brands you’re reporting on? Are you a company who wants to gain further insights into your brand's marketing strategies to develop effective campaigns to reach your audiences?