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.

Please login with linkedin to comment

Latest News

SCA’s Profit Drops 21% Due To “Years Of Heavy Lifting”
  • Media

SCA’s Profit Drops 21% Due To “Years Of Heavy Lifting”

Southern Cross Austereo (SCA) has experienced a negative first half of the 2018 financial year, posting a dramatic drop in overall profit and a slight drop in revenue. The group’s net profit after tax fell 21.2 per cent to $48.5 million in the six months to 31 December 2017 (compared to the previous corresponding period), […]

by B&T Magazine

B&T Magazine
Lord Of The Fries Pays Homage To Kanye West & Kendrick Lamar In Clever Ads Via Milkman
  • Advertising
  • Campaigns

Lord Of The Fries Pays Homage To Kanye West & Kendrick Lamar In Clever Ads Via Milkman

Creative digital agency Milkman has helped Lord of the Fries (LOTF) pay homage to two of the fast food outlet’s favourite artists through a series of clever art poster adverts. Milkman re-created the latest album covers of Kanye West and Kendrick Lamar with a LOTR vibe to highlight the brand’s hip-hop roots and its favourite albums […]

Keep Left Wins PR Account For Greening Australia
  • Marketing

Keep Left Wins PR Account For Greening Australia

PR and content marketing agency Keep Left has been selected by proactive conservation organisation Greening Australia to raise public awareness of its flagship programs and national footprint. The relationship began in 2017 when Greening Australia engaged Keep Left in support of Reef Aid, a project launched with corporate partner Virgin Australia to improve water quality […]

Now Screen Repositions Organic Care Brand With New Campaign
  • Advertising
  • Campaigns

Now Screen Repositions Organic Care Brand With New Campaign

Aussie agency Now Screen has teamed up with Organic Care to reposition the brand in what has become one of the most competitive FMCG spaces. The new campaign, ‘Caring Comes Naturally’, celebrates what Organic Care has created since its inception: products that are as good for your body as they are for the environment. In […]

Can You Speak Data?
  • Marketing
  • Opinion

Can You Speak Data?

We're certainly fluent in gibberish, balderdash and claptrap here at B&T, but sadly data isn't part of the lexicon.

Opinion

by B&T Magazine

B&T Magazine
Social Change Maker Profile: Emma Heath
  • Advertising
  • Marketing
  • Media

Social Change Maker Profile: Emma Heath

B&T has partnered with UnLtd to showcase industry heroes! Well, it's arguably more heroine in the case of Emma Heath.

by B&T Magazine

B&T Magazine
Ad Fraud: A Problem We Can Solve
  • Advertising
  • Opinion
  • Technology

Ad Fraud: A Problem We Can Solve

Unlike B&T's mystery office farter, this columnist argues ad fraud is a problem that can possibly be solved.

Opinion

by B&T Magazine

B&T Magazine
Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years
  • Marketing
  • Opinion

Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years

In this opinion piece, Gavin McDonough (pictured above, co-founder and managing partner of Urban, shares through his own experience some valuable advice for independent specialist agencies. In November 2017, my brother Ryan and I celebrated 15 years in business. We started business out of my front room in Melbourne in 2002 – not with any grand […]

Opinion

by B&T Magazine

B&T Magazine
W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges
  • Advertising

W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges

Susan Hoffman, co-chief creative officer at Wieden+Kennedy (W+K), has been appointed chair of judges for the 39th AWARD Awards. Known to challenge the status quo, Hoffman is behind some of W+K’s most memorable and game-changing ads, including Nike’s ‘Revolution’, Old Spice’s ‘The Man Your Man Could Smell Like’ and Chrysler’s Super Bowl spots starring Eminem and Clint […]

Experiential Agency Kreate Gets Bought Out By Staffers
  • Marketing

Experiential Agency Kreate Gets Bought Out By Staffers

Leading experiential marketing agency, Kreate Australia is embarking on an exciting growth strategy following its purchase by three of the agency’s existing management team from its UK founder, Steve Evans.

Hurry! B&T 30 Under 30 Entries Closing Friday!
  • Advertising
  • Marketing
  • Media

Hurry! B&T 30 Under 30 Entries Closing Friday!

This is a clarion call for B&T 30 Under 30 entries, although it's probably more mariachi band than angelic harbinger.

by B&T Magazine

B&T Magazine
The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast
  • Media

The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast

Southern Cross Austereo’s Hit Network has announced that rising radio star and comedian Tanya Hennessy will take over hosting duties for its weekend breakfast slot in 2018. Hennessy will bring content to the airwaves each Saturday and Sunday morning from 7am to 9am with a regular rotation of guest co-hosts. The self-described talker, not walker […]

Straight Up PR Wins Five New Clients
  • Marketing

Straight Up PR Wins Five New Clients

Health, wellbeing and lifestyle PR agency Straight Up PR has welcomed Changing Habits, Unichi Wellness, enerGi, SleepX, and Healthie Hampers to its client portfolio. Straight Up PR’s projects will include bespoke PR services and influencer marketing packages specifically focusing on communications strategy and execution, media and influencer relations, PR launch events, product seeding and gifting, […]

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia
  • Advertising
  • Campaigns
  • Marketing

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia

Independent creative agency March One has developed a new fundraising event for White Ribbon Australia that turns a social moment into a social movement. Starting on Thursday 22 March and going until Sunday 25 March, Cheese for Change will ask Aussies to create a cheese platter that matters by gathering friends, family or co-workers together […]

Sixth Annual IGN Select Awards Winners Announced
  • Marketing

Sixth Annual IGN Select Awards Winners Announced

The winners of IGN Australia’s sixth annual Select Awards were revealed during a huge special event at the Australian National Maritime Museum in Sydney on Friday, February 16. Some 225 Media & Game Publishers alongside 320 IGN Community Gamers attended the annual event. 2017 was absolutely crammed with terrific games and several categories were extremely tightly-contested. The top […]

Meet Your Mentors For B&T Bootcamp 2018!
  • Advertising
  • Marketing
  • Media

Meet Your Mentors For B&T Bootcamp 2018!

When it comes to an industry "who's who", you'll find there won't be too much who-ing with this impressionable lot.

by B&T Magazine

B&T Magazine
ANZ Unveils Its 2018 GAYTMs
  • Marketing

ANZ Unveils Its 2018 GAYTMs

Mardi Gras is only weeks away and B&T has already hoisted the mirror ball and donned the hotpants to bring you this.