Planters Peanut Butter......Finally

Finally, after 100 years, the most logical entry into a new market is coming with Planters going into the U.S. peanut butter market. The only problem is that with so much competition in this market Planters has a lot of work ahead of them. Planters is targeting adults with their peanut butter campaign and using a mascot, "Doug," voiced by Kevin Dillon, known for his character on the hit HBO show, Entourage. Kraft, which owns Planters, is trying to work its' way more into the grocery business where it has been lacking for years.

Kraft had been neglecting its Planters brand for some time, until the relaunched Mr. Peanut with the voice of Robert Downey Jr. The marketing team started thinking of new products and it's using peanut butter in different ways. Instead of typical peanut butter & jelly sandwiches, it is focusing more on more comprehensive recipes using peanut butter. Planters will probably succeed due to it's great brand recognition and the fact that people associate Planters with a quality nut product.

Read the full article here:  http://www.businessweek.com/articles/2012-03-08/krafts-planters-heads-for-the-peanut-butter-aisle#p2