Based on marketing studies and the experiences of others, Skippy knew what the character should not be. If it were too babyish, it would alienate the older kids; that's why Skippy didn't even consider using kid's writing on the packaging. "That attracts Grandma but turns kids off," Gelber said.
Additionally, the character needed to be older than the age of the kids Skippy was trying to attract -- 6- to 12-year-olds -- because "kids always are looking toward the next stage."
What's more, if the character were a girl, it would polarize boys who typically balk at buying "girl products." Girls, on the other hand, "are more flexible, more tolerant" and will buy products where boys are the promotional character, Gelber said.
At the same time, any character that appealed to kids couldn't be so evil, threatening or outrageous to antagonize the parents.
After a false start or two, Skippy started testing a cartoon character, male of course. The choices were narrowed to three: One had spiky hair, cool-looking sunglasses and a slight smirk. The kids liked it, but the moms said he looked like a scoundrel. Another version was a little scrawnier, with slicked-back hair and smaller sunglasses. A lot of kids thought he was too nerdy.
The third character had spiky hair too, but it was drawn to look like it was blowing in the wind. He had a wide smile and open arms and his glasses were not too large, not too small. In focus groups, boys and girls and moms all liked him, found him friendly, approachable and, most important, cool and fun. Skip was born.
His face will soon be on the boxes that will start being shipped out nationwide early next month.
A box of six Squeeze Stix, amounting to a total of 5.4 ounces, costs the same as an 18-ounce jar of Skippy -- about $2.50 in the Washington area.
But consumers are willing to pay that much, Zimmerman said, noting that in study after study, portable product after portable product, "consumers are willing to pay extra for convenience."
Along with Squeeze Stix, Skippy will also be selling Skippy Squeeze It, a 9-ounce tube of peanut butter with a cap designed to easily spread the product without a knife.
For now, kids-marketing experts believe Skippy's latest convenience packaging will give it an edge in the competitive fight to attract kids' attention and parents' dollars.
But not for long, they add. "Will everyone have their own version of peanut butter in a tube in a couple of years? Probably," said Lacher of G Whiz. At that point, if Skippy wants to keep up in the market, "it will have to reinvent the wheel all over again."
