August 2015 (Revised March 2017)
Supplement
HBS Case Collection

Planters Nuts (B): The Power of the Peanut

By: Robert J. Dolan and Donald K. Ngwe

Format:Print
| Language:English
| Pages:7

Abstract

This case picks up from the events in Planters Nuts and describes how the new management team for Planters turned the brand around in 2013 by implementing a new brand positioning accompanied by a multimillion dollar marketing campaign.

Keywords

Product Positioning; Marketing; Transformation; Food and Beverage Industry

Citation

Dolan, Robert J., and Donald K. Ngwe. "Planters Nuts (B): The Power of the Peanut." Harvard Business School Supplement 516-012, August 2015. (Revised March 2017.)