What's Your DoubleTree Cookie?
By Prentice Howe VP, Executive Creative Director, Tocquigny | January 04, 2015
I was recently heading out the door on a business trip when, as always, my daughters were milling around the kitchen asking questions about my travels. They politely feigned interest in my business meetings until my eldest, age 6, finally got down to brass tax.
"Daddy, will you bring us back a present?" I explained to her that I'd mostly be in conference rooms but, "Sweetie, I'll do my best."
She persisted. "Are you staying at a DoubleTree?" she asked with hopeful eyes. "If you are, can you bring us back a cookie?"
In all my years overseeing branding and campaign development for hotels, this was a first. A pint-sized human who can't even spell "reservation" was requesting something straight out of a marketer's playbook. Hook, line, sinker.
It's amazing to think that so much brand equity can be wrapped up in a baked good. And even more amazing that this small treat has built such loyalty amongst generations of consumers. Of course, it didn't happen by accident. The DoubleTree by Hilton marketing minds have invested heavily in the famed chocolate chip cookie over the years. Today's figures show that they give out approximately 60,000 cookies each day, adding up to more than 21 million cookies annually.
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