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

Advertising Standards Bureau cruising

Latest News

Are Media Names New Editors Of Woman’s Day, TV Week And Take 5
  • Media

Are Media Names New Editors Of Woman’s Day, TV Week And Take 5

Are Media has today announced the appointment of editors for its Woman’s Day, TV Week and Take 5 weekly magazines. Kietley Isrin, associate editor of New Idea, becomes editor of Woman’s Day. Since 2014, Isrin has held news and features roles on Woman’s Day, TV WEEK and New Idea. TV Week associate editor Stephen Downie […]

Aussie And The General Store “Sign Here” For First Campaign Since Lendi Merge
  • Campaigns

Aussie And The General Store “Sign Here” For First Campaign Since Lendi Merge

Aussie has launched a new integrated campaign via creative agency, The General Store.  The campaign, which is Aussie’s first following their merger with Lendi earlier this year, heroes the simple yet poignant moment of signing on the dotted line for a new home loan or refinancing deal.   Sascha Hunt, head of brand & marketing at Aussie said, “across Aussie’s nearly 30-year history our brokers have helped over a million […]

Adland Veteran Sheryl Marjoram Returns As DDB’s New Group Sydney CEO
  • Advertising

Adland Veteran Sheryl Marjoram Returns As DDB’s New Group Sydney CEO

Sheryl Marjoram, McCann London’s CEO, is returning to Australia after two decades in the UK to become DDB Group Sydney CEO. Marjoram’s role will span the breadth of DDB Group agencies operating in the Sydney market, including creative agency DDB, digital agency Tribal, customer and data shop Track, PR agency Mango, and healthcare specialist DDB […]

Kirsty Muddle Promoted To CEO Of Cummins&Partners
  • Advertising

Kirsty Muddle Promoted To CEO Of Cummins&Partners

Founding partner and managing director of Cummins&Partners Sydney, Kirsty Muddle has been named chief executive officer of the Australian operations of the multi awarded 10-year-old independent agency. Muddle was recently named in B&T’s annual Women in Media power list and was named executive leader in B&T’s Best of the Best Awards. On her appointment Sean […]

Eyeota Enhances Reach And Targeting Precision For RDA Research
  • Marketing

Eyeota Enhances Reach And Targeting Precision For RDA Research

Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby
  • Media

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby

Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad
  • Campaigns
  • Technology

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad

Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]

Agency Icon Sweeps The SABRE Awards
  • Marketing
  • Media

Agency Icon Sweeps The SABRE Awards

Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]

Former Agency Execs Launch Car Service Summon
  • Marketing
  • Media

Former Agency Execs Launch Car Service Summon

Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]