Ellen Gordon on branding
From The Gordon Interview · · Tootsie Roll
“While nostalgia is wonderful, we have to make sure that Tootsie Rolls are very current and they're very current in sizes and shapes and in promotions and in wrappings and in packaging that it's modern and mod and awesome and cool.”
On , Ellen Gordon, Chairman & Chief Executive Officer at TOOTSIE ROLL INDUSTRIES INC, spoke about branding during The Gordon Interview on Tootsie Roll.
About Ellen Gordon
In a 2012 interview, Ellen Gordon, Chairman and Chief Executive Officer of Tootsie Roll, discussed the company's history and the enduring appeal of its flagship candy. She stated that the product's formula has remained unchanged since an Austrian immigrant brought it to the United States in 1896, though the manufacturing process has shifted from handmade to highly automated. Gordon noted that Tootsie Roll was the first wrapped penny candy, valued for its sanitary packaging and resistance to weather. Gordon also emphasized the importance of keeping the brand current, saying that while "nostalgia is wonderful," the company must ensure its products are "modern and mod and awesome and cool" in terms of sizes, shapes, promotions, and packaging. She reflected on her long tenure with the company, having joined the board of directors in 1952 and becoming chairman and CEO in 1962, describing Tootsie Roll as a significant part of her life.