Examples of Keebler Packaging
Who is Keebler ?
Godfrey Keebler opened a bakery in Philadelphia, Pennsylvania in 1853. In 1927, this bakery and others formed the United Biscuit Company, which at one point was headquartered in West Drayton, Middlesex, England.
Keebler-Wyl Bakery became the official baker of Girl Scout Cookies in 1936, the first commercial company to bake the cookies (the scouts and their mothers had done it previously). By 1978, four companies were producing the cookies. Little Brownie Bakers is the Keebler division still licensed to produce the cookies.
In March 2001, The Keebler Company was acquired by the Kellogg Company. At that time, headquarters were based in Elmhurst, Illinois. Currently, Keebler has manufacturing plants in United States, Canada, Thailand, Indonesia, and Malaysia.
What is Keebler ?
Keebler is the second largest cookie and cracker manufacturer in the United States, marketing its products in more than 75,000 retail locations in the country and in selected international markets.
When did Keebler become a company?
Incorporated 1927 as United Biscuit Company of America.
Where is Keebler located?
1974 Keebler commerical @ 1:50
1980's Keebler commercial
1990's commercial
1998 Keebler commercial
2010 Keebler commercial
Keebler Ad and Truck
Why choose Keebler ?
Brand Promise: The brand promises that their product is "uncommonly good" Over decades of advertising we see the cookies being excavated by an archeologist, we are introduced to the elf cookie factory; (the hollow tree), where many elves are hard at work training to make the fudgiest cookies. Keebler also claims to make cookies that will satisfy an adult craving for chocolate and lastly, in the case of the most recent commercial, the company claims to be so good that a child is reluctant to share their last Keebler cookie. However, if the morally good child does share his/her last cookie it is also ok because a Keebler elf will make an appearance and replace the missing cookie for his/her good deeds.
But, what does it all mean?
Target Audience: Keebler has a mascot that is a cartoon, because of this, it seems that they are targeting chidren. However, I think it would be more accurate to say that Keebler is targeting the kid in all of us. The company is positioning their prouct as one so tasty that it is made by the super natural being, the elf. Even though this is not true, it makes the product more playful and causes the idea of an elf made cookie to cross the mind of adults and children, consumers may find this humorous and fanciful. Although this is a false claim, consumers enjoy a route to escapism and Keebler tries to provide this through their decades old, marketing strategy.
References:
http://www.answers.com/topic/keebler-foods-company
http://flickriver.com/photos/25692985@N07/tags/corn/
http://reference.findtarget.com/search/Keebler%20Company
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