How Betty Crocker Image was developed over the years and the growth of its popularity over various channels like Facebook, Youtube and Twitter

1. Arpit Mohapatra PGP31192
Brand Management
Section B
Updating
Betty Crocker

2. Benefits of Fictious Characters
Timeless
Power of Association
Power of Metaphor
Power of Relationship

3. What should Firm’s Aim for
Capture the identity of a brand and its offerings
Should be Memorable
Should Evoke Emotions

4. Famous Frictious Characters

5. In Packaged Food Industry

6. Successful Mascots of Brands

7. Evolution of Betty Crocker
Name Betty Crocker was
created to personalize
responses to consumer
inquiries
Betty Crocker Kitchens
Daytime radio’s first cooking
show
Betty Crocker was known as
the First Lady of Food
All-American Homemaker of
Tomorrow
Betty Crocker’s Picture Cook
Book, a national best-seller
The Betty Crocker Red Spoon,
designed by Lippincott &
Margulies, Inc.
1921
1945
1954
1954
1950
1924
1921

8. 1936
1972 1980 1996
1955 1965 1969
1986
Over The Years
Ageless
32

9. Salient Features of Betty Crocker
Likeable
Trustworthy
Specialist
Concerned

10. A New Look
1980’s Betty
• A Stern Homemaker
• A little Dowdy
• Concerned about Citizen
• More casual coiffure and
clothing
1986’s Betty
• To attract young consumers
• Appeal to men
• A little trendy
• Relevant to working women
• Approachable, friendly,
competent1980 1986

11. Product Overview

12. A Spoon Is Born
New York-
based public
relations firm
Lippincott &
Margulies
Putting Betty’s
image on the
package wasn’t
realistic
Simple,
powerful visual
that would
quickly
communicate
Betty Crocker’s
ties to our
products in
many
categories
Reason
Objective
The
Firm

13. Betty Crocker On Facebook
More that 4 Million
people following
the Facebook page

14. Betty Crocker Cookbook On Facebook
Not enough
followers of the
Cookbook

15. Betty Crocker On Twitter
With 150K
followers Betty
Crocker is a
popular name on
Twitter

16. Betty Crocker App Presence
With more than half
a million downloads
and a rating of
respectable 4.1 the
Betty Crocker
Cookbook App is a
big success

17. Betty Crocker On YouTube
With more than 85,000 subscribers and an average view of 8 million per clip, Betty Crocker is followed by
a large mass over YouTube

18. The Present Status
Presently the visual image of Betty Crocker
is restricted to Cookbooks, Advertisement
and Online presence

19. Re-emergence of Betty Crocker
enjoys cooking and
baking
committed to family
and friends
resourceful and creative
in handling everyday
tasks
involved in her
community
A computerized
composite of the
75 women, along
with the 1986
portrait of Betty,
served as
inspiration for the
painting by
internationally
known artist
John Stuart Ingle

20. it all started with a puzzle and a
pincushion
Thank You

21. Created by
Arpit Mohapatra, IIM
Lucknow under the
guidance of Prof
Sameer Mathur, IIM
Lucknow
Disclaimer
Arpit Mohapatra
Prof. Sameer
Mathur