ince 1853, Keebler has been one of the most iconic and loved biscuit brands in the American market. It targets mainly children, but is also loved by adults who have chosen it since childhood.
The line is divided into sub-brands that speak with different color codes depending on the degree of indulgence. However, this existing positioning is not perceived as intended by consumers.
Among the main assets of the brand stand out the Elf-mascot Ernie, one of the most famous characters in American advertising, and the yellow background of the packaging that has always differentiated the products on shelve.