How Cookie Monster Is Nailing This Brand Thing And What Marketers Can Learn

How Cookie Monster Is Nailing This Brand Thing And What Marketers Can Learn
SHARE
THIS



The delightful blue muppet Cookie Monster has graced Austrlaian shores this past week with a series of tours, interviews and selfies. He’s been travelling around, ooh and ahhing at Aussie things, posting many of them on social media, and charming the pants off whoever’s interviewing him.

A Sesame Street monster he may be, but he’s arguably got his brand under his belt.

Marketers, take note.

Being the brand

Cookie Monster’s ultimate passion is cookies. And he never strays far from that love. Whether it’s in in his social media feeds – where he tweets endlessly about cookies and his many cookie-related adventures on YouTube – or his appearances on TV or in-person (in-muppet?), Cookie Monster always brings it back to cookies.

It makes him authentic, said Adam Ferrier, global chief strategy officer at creative agency Cummins&Partners.

“Cookie Monster doesn’t try and be alternative, or up with the times, or hipster, he’s just himself,” he said. “People like consistency and like to know where people are coming from.

“With Cookie Monster you know most of his opinions and attitudes are shaped by his love of cookies.”

Having a brand that’s authentic is critical in today’s cluttered landscape, according to the Authentic Brand Index. It makes a brand stand out and gives trust to consumers.

“At its heart, authenticity is about practising what you preach; being totally clear about who you are and what you do best,” the site said.

“When a brand’s rhetoric gets out of sync with customers’ actual experiences, the brand’s integrity and future persuasiveness suffers.”

He’s relatable

Taking a selfie with a Quokka, an adorable Aussie marsupial, is a trend that’s been making the rounds on social media in recent years. It was hyped up so much Buzzfeed published a piece about the ’25 Selfies That Prove Quokkas Are The Happiest Creatures On Earth’. And noting this, Cookie Monster too decided to get in on the action and snuggled up to the creature for a quick photo. Check out the selfie above.

“It’s great to see Cookie Monster get up close and personal with a Quokka – perhaps the only animal on the planet, who knows its brand as well as Mr Monster,” said Ferrier.

“The Quokka knows its role in life is to get its nose really close to any camera and do amazing Quokka selfies, whilst promoting the best place on earth, Western Australia’s own Greek Island – Rottnest.”

Too, being a tourist to Australia, Cookie Monster went out and did all the touristy things one would do. And he personalised it, tweeting about specific cafes and specific indulgences, specific alleyways and specific pieces of art.

Many brands are aiming to become more human on platforms like social media, such as the number of companies putting names to social posts when replying to complaints.

“Good content is created for people first, search engines second, so to get the best content, showcase the human side of your business,” writes Brett Relander for Entrepreneur magazine. He lists six reasons brands should be human on platforms like social media, which include building emotional connections, ensuring smoother conversations, building trust and aiding in the aforementioned authenticity.

He creates heaps of content and stays current

Sure, Cookie Monster probably has a whole sleuth of helpers to get all his content off the ground, but there’s not shortage of bits and bobs of his out there.

He’s not afraid to make fun of pop-culture, with his parody videos of Harry Potter, Lord of the Rings and The Wizard of Oz, but he stays true his brand and love of cookies. Even when he was in a skit for US talk show Jimmy Kimmel, all his jokes ended in cookies.

“The secret is to make sure that he doesn’t over step the mark,” said Bec Brown, founder of PR agency Bec Brown Communications. “I’m sure we’ll never see cookie getting involved in anything that’s over a G rating, or maybe a very soft PG.”

The adage ‘content is king’ still reigns. Brands are evolving to become publishers in their own right, with AdAge reporting budget spend on content marketing is set to bulge to $US300 billion per year.

“Content is growing at an unprecedented rate because traditional advertising is getting disrupted at an exponential rate,” writes Jeff Rosenblum and Jordan Berg for AdAge.

But it goes beyond just creating snippets on social media. Yes, Cookie Monster does a lot of that, but for brands trying to sell products, Rosenblum and Berg say companies need to create content that goes beyond just trying to sell the product.

“It’s about brands taking a leadership position and standing for something bigger than their products and more important than their marketing,” they continue. “It’s about both inspiring the audience and empowering the audience.

“Great content can certainly serve the entire sales funnel, but its core role is in the mid-funnel: shifting consumers’ perceptions. It helps the audience understand what makes a brand different or better. It works most effectively when audiences access it via their own volition, unlike traditional marketing, which requires paid media to garner attention.”

He’s accessible

He’s only a puppet, but he’s a puppet that’s seriously doing the media rounds in Australia. He’s been on a number of shows and interviews and posed for photos with both people and animals. He’s also active on social media, retweeting and replying to people’s queries about cookies.


The same rings true for brands. With the advent of social media, brands are more accessible. A customer with a complaint can tweet or Facebook the company, instead of dialling the dreaded customer call centre.

This comes back to the point of being authentic and relatable. Optus was praised recently for its employee ‘Dan’ who put a name to his firm replies when people complained about the telco’s multilingual advertising.

Latest News

M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

M&C Saatchi Group has partnered with documentary makers, writers, producers and digital content pioneers Michael Lawrence (left in photo) and Nicholas Cook (right in photo) to launch film and television production studio THIS. Lawrence and Cook have established an enviable track record creating story-driven content and feature documentaries based on The Human Indomitable Spirit (THIS) […]

The ‘Business Of Busyness’: How Productivity Keeps Us From Preparing For The Future
  • Opinion

The ‘Business Of Busyness’: How Productivity Keeps Us From Preparing For The Future

Jeff Schwisow is a Melbourne-based strategy specialist, speaker and the author of Projectify – How to use projects to engage your people in strategy that evolves your business. In this guest post, he argues that our obsession with being busy right now is what’s holding us back from planning our futures tomorrow… To survive in today’s […]

Opinion

by B&T Magazine

B&T Magazine
Host/Havas Creative Chief Darren Spiller To Depart
  • Advertising

Host/Havas Creative Chief Darren Spiller To Depart

Creative agency Host/Havas has announced that its chief creative officer, Darren Spiller, will be leaving the agency. Spiller joined Host as its chief creative officer in January last year and then assumed the same role when the agency merged with Havas in October 2017. Host/Havas has received of a long list of creative accolades this […]

by B&T Magazine

B&T Magazine
Creative Agency Launch Project Management Tool Hassl
  • Media
  • Technology

Creative Agency Launch Project Management Tool Hassl

Yesterday at TedX Melbourne the team behind award-winning Melbourne based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.

businessman using tablet PC and information communication technology concept. IoT(Internet of Things). GUI(graphical user interface). paperless office.
  • Marketing
  • Technology

Smartly: The Future Of Martech Is Automated

Automated ad buying platform, Smartly was at the centre of the tech innovation stage at the Online Retailer conference 2018. Smartly head of ANZ Marta Bonzanini (pictured below) discussed the integral role automation plays in the future of marketers and creatives. “If an ad is not performing as well as planned, you probably have some […]

Messenger Launches Video Chat AR Games
  • Technology

Messenger Launches Video Chat AR Games

For the moments when we can’t be together IRL, Messenger video chat helps you connect in real-time with the people you care about most. Chatting face-to-face live makes all the difference when you have exciting news to share, you need a study buddy for a big test, or you simply want to pass the time […]

Sphere Wins Stockdale And Leggo
  • Media

Sphere Wins Stockdale And Leggo

Sphere snares Stockdale & Leggo business, which is a real estate group & not a simmer sauce as first reported on B&T.

Aussie AgTech Start-Up Leads Global Farming Innovation
  • Technology

Aussie AgTech Start-Up Leads Global Farming Innovation

With Aussie farmers facing so many challenges, could the answer be Blockchain technology? Ranking top 10 at this year’s Overseas Talent Entrepreneurial Conference (OTEC), pitching against 32 other start-ups from around the world, Aussie start-up Agunity are leading AgTech innovation. Having won the right to represent Australia during Investible’s nation-wide pitch competition, AgUnity took to […]

Women In Media Profile: Carolyn Bollaci
  • Media

Women In Media Profile: Carolyn Bollaci

Facebook's Carolyn Bollaci is the latest to sup at B&T's truth serum we prefer to call our Women in Media profiles.

by B&T Magazine

B&T Magazine
Vic Govt Unveils ‘Tafe + Jobs’ Via Fuel Agency
  • Advertising
  • Campaigns

Vic Govt Unveils ‘Tafe + Jobs’ Via Fuel Agency

The Fuel Agency has launched the new ‘TAFE + Jobs’ campaign, aimed to promote and drive applications and enrolments for courses starting in 2019 There’s a lot happening in Victoria, with record investment in road and rail projects, and in the health, community and disability sectors. As a result, there’s greater demand for skilled workers. […]

Rakuten Marketing Appoints New CEO
  • Marketing
  • Technology

Rakuten Marketing Appoints New CEO

Rakuten has a new CEO. However, judging by the tired handshake photo, B&T doesn't have any new ways of illustrating it.

Why Consumers Block Your Advertising
  • Advertising
  • Opinion

Why Consumers Block Your Advertising

Who better to explain why your ads are getting blocked than a real ad blocking expert. As B&T has done right here.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Jackie Crossman
  • Media

Women In Media Profile: Jackie Crossman

B&T has spared no expense with today's top Women in Media profile, save for suit hire, corsage and dry-cleaning.

by B&T Magazine

B&T Magazine
Kantar certified by Google as a verified Measurement Partner
  • Technology

Kantar certified by Google as a verified Measurement Partner

The announcement designates Kantar as an approved third-party measurement provider for brands looking to verify their media spend performance on Google owned platforms. Kantar is approved globally to provide both Brand Lift Insights for evaluation of brand impact from campaigns and for independent measurement of audience reach from campaigns on Google properties. Kantar CEO Eric […]

THIS
  • Advertising
  • Marketing
  • Media

Final Call! B&T Late Entries Close Today!

B&T Award entries officially close at 5pm today! Good news if you've almost finished, bad news if you haven't started.

by B&T Magazine

B&T Magazine
Australian Women’s 15s World Cup Bid Kicks Off
  • Campaigns

Australian Women’s 15s World Cup Bid Kicks Off

“It’s 2018”, is something you hear a lot when you talk to the players, coaching staff and fans involved in Rugby AU’s bid for the ‘Rugby World Cup Women’s 2021’ tournament. There is this sense that they are not only ready for a greater stage, but raring to go. As one player said “Ready?! We’re […]

Aussie Silk Brand Harnesses Kardashian Marketing Power
  • Marketing

Aussie Silk Brand Harnesses Kardashian Marketing Power

Shhh Silk is an Australian brand that quickly grew in popularity among celebrities like Gisele Bündchen and Kim Kardashian West. Shhh Silk has just received a $1.8 million order from a very large brand in the US, and CEO Olivia Carr’s projections is for this to be a $50 million business in five years’ time. […]

SaaS Player Taps oOh!media Chairman Tony Faure To Lead Its Board
  • Media
  • Technology

SaaS Player Taps oOh!media Chairman Tony Faure To Lead Its Board

Software-as-a-service (SaaS) company ReadyTech has announced the appointment of Tony Faure as its new chairman. Faure is the chairman of outdoor giant oOh!media and data intelligence platform PredictHQ. He is also a non-executive director of digital mortgage company Uno Homeloans, content platform Stackla and specialised media company Medical Media. Faure is regarded as being one […]