Sorry, Jolly: The media love Betty

Mandese, Joe
September 1999
Advertising Age;9/6/1999, Vol. 70 Issue 37, p9
Trade Publication
This article focuses on a special SPINdex analysis conducted by Medialink Research on the media exposure of several returning advertising icons in the U.S. The return of all of these classic advertising characters has attracted noteworthy attention among the news-media elite, but the best recipe for generating hype this year comes from the relaunch of Betty Crocker, one of the oldest and most endearing advertising icons. Betty has generated 71 print and electronic media stores in 1999. By comparison, the second-most successful advertising returnee, Pillsbury Co.'s Jolly Green Giant, found a place in only 48 news stories accounting for 43,658 words of copy. The return of paper-mangling Mr. Whipple for Procter & Gamble Co. also did well with the paper based media with a SPINdex of 294. That is just enough to take the bait away from Star-Kist Foods' Charlie, who ranked fourth in this special year-to-date edition of SPINdex with a score of 236. The reintroduction of other classic icons so far has failed to capture much media attention. The Maytag Repairman lived up to his reputation for being the least popular icon, attracting only six stories in the SPINdex sample, for a score of 52.


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