General Mills has updated the Betty Crocker brand over the decades. The brand originated from Washburn-Crosby Company in the late 1800s and launched Gold Medal Flour in 1880. Betty Crocker was created in 1928 as a fictional spokesperson to promote products. Major milestones included launching Betty's Cooking School of the Air radio program in 1924 and her first cookbook in 1933. The brand's name, logo featuring a red spoon, and mascot depicting a homemaker have remained largely consistent over time while adapting to cultural shifts. Recent marketing campaigns have focused on supporting same-sex marriage and solving home cooking problems through instructional videos. General Mills has innovated the Betty Crocker brand to remain relevant to changing audiences.

1. UPDATING BETTY CROCKER

2. INTRODUCTION
• Washburn B Mill – 1866 by Cadwallader &
William Washburn
• Washburn A Mill – 1874; a bigger facility
• Washburn-Crosby Company – Entered into
partnership with John Crosby.
• Launched Gold Medal Flour in 1880
• Created in June 1928
• Washburn-Crosby merged with 26 other mills
• Currently has above 89 brands

3. MAJOR BRANDSGENERAL MILLS – BRANDS OVERVIEW

4. A WALK DOWN THE MEMORY LANE

5. IT ALL BEGAN IN 1921

6. SIGNIFICANT MILESTONES
1924 - Betty
Crocker's 'Cooking School
of the Air' was launched
1933 – Betty’s first product ;
Cook Book, ‘101 Delicious
Bisquick Creations’ was
launched
1940s – Betty Crocker was
voted the second most
recognizable female in the
country
1994- Betty Crocker website
was launched
1950 -Betty was given her
own TV SHOW
2000s - Voted as 4th most
recognised brand on 20th
century

7. BRAND ELEMENTS

8. NAME & URL – BETTY CROCKER
•Memorable – The name “Betty” is very common in America
and is known to almost every person. Makes easy for them to
recall
•Likeable – Betty is a very friendly sounding name and hence
likeable
•Familiarity – Betty Crocker being common name and surname
in America score high on familiarity. Helps customer easily
understand the brand
•Transferable – As the name is not related to the product, it can
be used across all categories
•Protectable – The name is patent protected and legally
registered with concerned authorities
•The name is easy to pronounce and simple
ANALYSIS

9. LOGO
•Memorable – The logo consists of a Red Spoon which is an item
used almost daily by people. Hence, it’s very memorable
•Meaningful – The spoon subtly suggests about the products
category and “Gives general info about function of product”
•Adaptable – The logo has remained almost same over the years
with minor alteration
•Transferability – As all products are kitchen/food related, a
spoon logo can be used for all products. A spoon is synonymous
with eating food across the globe ad hence this logo can be
transferred across countries.
ANALYSIS

10. CHARACTER/Mascot
•Likeable – The mascot is very similar to an American
women and this human element makes it very likeable.
Helps in creating impression of an interesting brand.
•Adaptable – The mascot has evolved over the years
according to the culture shift and thus is very adaptable.
•Transferable – Does not have direct product meaning
and hence is transferable across categories
•Customer Relationship – Customers find it easy to
form relationship with the brand because of the human
mascot.
•Meaningful – Because the mascot potrays the features of
an American Homemaker, the mascot makes a lot of
meaning for a brand dealing with food products.
ANALYSIS

11. THE COMPANY MASCOT (1/2)
• Painted by
Neysa Mcmein
• Depicted a
motherly
Image. Radiated
self assurance
• Painted by
Hilda Taylor
• Softer smiling
version of the
previous image
• Painted by Joe Bowler
• Dramatic change from previous
versions. Moving towards a modern
woman

12. THE COMPANY MASCOT (2/2)
• Painted by
Jerome Ryan
• Depicted
business like
image
symbolizing
American
Women’s
corporate role
• Painted by
Jerome Ryan
• Softened
image with
more casual
coiffure and
clothing
• Painted by
Harriet
Perchik
• Professional
woman,
approachable,
friendly,
competent
• Painted by
John Stuart
Ingle
• Computerize
d composite
of 75 women

13. ANALYSIS OF BACK PACKAGING
Product
Consumption Details
Assist in Home
Storage
Nutrient &
Ingredient Info

14. ANALYSIS OF FRONT PACKAGING
Product
Info
Identifying
the Brand
Servings

15. PACKAGING OF VARIOUS
PRODUCTS
• Different types of packaging
• Convenient to use
• Packaging according to type of the product
• As shown from previous slides, the package consists of
all relevant points and is attractive

16. EVOLUTION OF COMMERCIALS
• Shift from Sensual male advertisements to female
advertisements in the past few years
• Started exploiting female ideologies during early 2000s
as opposed to male ideologies used in the past.
• This shift may be done to associate the product with the
homemakers of America i.e women.

17. RECENT MARKETING CAMPAIGN
• The Families Project launched in 2013 to support same sex
marriages.
• Went to the Pride festival to celebrate all families - with cupcakes, of
course
• The campaign gained wide support as this was a pressing issue
• Effectively targeted younger generation and online media through
this campaign

18. CHANGE OF GEARS
• Betty Crocker developed a digital video series
centred around solving common problems for at-
home chefs.
• Since launching in 2008, their library of around
1,500 videos collectively received more than 70
million views
• Campaign took back brand to its
roots as it was started to help
homemakers in cooking
• Focussed on long term value rather
than traditional viral marketing

20. History of Betty Crocker
Brand Elements & their analysis on critical
parameters. All have good scores
New commercials
focussing on women
Innovative campaigns launched
related to social cause and
problem solving

21. DISCLAIMER
Created by Rohan Tayal, IIM Lucknow
during the PGP Brand Management
course taught by Prof. Sameer Mathur
at IIM Lucknow.