Finding Neverland or History
Peter Pan Peanut Butter is a brand of Conagra Foods Inc., the company is No. 184 on the Fortune 500 list of 2014. The brand was named after the J.M. Barrie character of the same name Peter Pan. Peter Pan was a boy who never grew up and lived in Neverland. Originally, the brand was owned by Swift & Company and known by the name “E.K. Pond in 1920. In 1928 the brand was renamed “Peter Pan Peanut Butter. ( www.peterpanpb.com)
Meet The Lost Boys or Peter Pan’s Website
Peter Pan’s website which can be located at http://www.peterpanpb.com/, is geared toward childrenand mothers at the start. Its banner ad is of children at play: looking at bugs, making wishes on dandelion seeds, blowing bubbles, and playing in leaves. As the banner scrolls these words come across the screen: Spreading Childhood Magic, Exploring Life’s Wonders, and Finding Time to Play.
Meet Captain Hook or Ethical Strategy’s
On the surface the website does seem to reflect an ethical marketing tactics. The website engages both parents and children. It engages parents by discussing: Products, Recipes, Being Green and Safety & Quality. For children, the website engages them with a game and a coloring book called: Lost in Neverland and Magical Works of Art.
The website’s game “Lost in Neverland” does come with a disclaimer in extreme small font which says, “Kids: This website contains advertisements and/or promotions for Conagra Foods products.”
In the article, The Tricky Business of Adversiting to Children, the author, Bruce Watson explains that, “In the US, the average child watches an estimated 16,000 television commercials a year.” By placing this disclaimer on the bottom, the company has fulfilled letting the consumer know that the game does have commercials in it, but considering it is so small, and children rarely read the small print it could be construed as unethical marketing.
The Pirate Ship or Website Success and Failures
The Peter Pan Peanut Butter website is successful. The site uses simple messages towards adults and children. It promotes “wholesome products for wholesome foods.” A simpler time for parents who may have grown up with both the character of Peter Pan and the peanut butter. It also gears its message to the family.
Learning to Fly or Brands and Product Justification
Peter Pan Peanut Butter’s website is effective in promoting the brand it represents. The website depicts children and magical moments. The young by its product, peanut butter. According to the National Peanut Board, “The average child will eat 1,500 peanut butter and jelly sandwiches before he/she graduates high school.” The site employs J.M. Barrie’s “Peter Pan” character. Peter never grows up and has a childlike enthusiasm.
This particular character appeals to both young and old. In that realm it engages adults who grew up with the character. The character exemplifies innocence and childhood, so does eating peanut butter. It also appeals to adults for its health benefits for themselves and their children. Peanut butter contains no cholesterol, it’s high in protein, niacin, contains over 30 essential nutrients, and it has a long shelf life (Peanut Board)
Time for Pixie Dust or New Media Marketing
The Peter Pan Peanut Butter website is simplistic in nature. The only consumer engagement is recipes, a game and coloring pages.
There are a number of concerns using the character “Peter” as a marketing tool. The biggest question would be how the consumer would perceive it: good or bad? The risks of using “Peter” can be risky. Peter is the epitome of an innocent child who is mischievous. Though the character itself is use on the product itself, he is a passive advocate. He does not speak to the consumer using words, he speaks to them in how he makes the consumer feel.
Regardless, using “Peter” would be beneficial for the brand by utilizing new media. At this point on the website, coloring books, which are not interactive, and one game “Lost in Neverland,” is rather boring for children. One way the brand could become more engaging would be giving “Peter” more adventures and taking the children along. As long as those adventures are not saturated with commercials, parents would be more apt to approve.
Engaging the consumer would also be advantageous for the brand. Currently, there is no interactivity of the brand with its consumer. Blogging about the brand, sharing recipes, even letting the consumer talk about the brand on its website would be beneficial.
Fortune Website. (2015). Conagra Foods Inc. Retrieved on January 24, 2015 from: http://fortune.com/fortune500/conagra-foods-inc-184/
Peter Pan Website. (2015) Peter Pan FAQ. Retrieved on January 24, 2015 from: http://www.peterpanpb.com/frequently-asked-questions.jsp#faq16
Watson, B. (2014, February 24). The Tricky Business of Advertising to Children. Retrieved on January 24, 2015 from: http://www.theguardian.com/sustainable-business/advertising-to-children-tricky-business-subway
Peanut Board Website. (2015). Fun Facts. Retrieved on January 24, 2015 from: http://nationalpeanutboard.org/the-facts/fun-facts/
Peter Pan PB Image. (2015). Retrieved on January 26, 2015 from: http://www.savingaddiction.com/wp-content/uploads/2011/11/114.jpg
Peter Pan Image. (2015). Retrieved on January 26, 2015 from: http://www.droidforums.net/data/photos/l/3/3633-1269758855-0da5042c33400a811a5d766be4579cb8.jpg
Captain Hook Image. (2015). Retrieved on January 26, 2015 from: http://comictrash.com/wp-content/uploads/2014/09/Hook-walt-disney.jpg
Tinkerbell Image. (2015). Retrieved on January 26, 2015 from: http://cdnvideo.dolimg.com/cdn_assets/ff503a3f1529fe128cd3ab38d9fe680fc178da35.jpg