Delighting a New Generation of Peeps
MARSHMALLOW PEEPS® is one of America’s most beloved and recognizable candy brands, especially during the Easter season. With every bite, this treat evokes fond childhood memories among a generation of loyal fans. The brand partnered with us to break the mold and build brand awareness and affinity beyond its key selling seasons and core fan base.
MARSHMALLOW PEEPS® has been the #1 non-chocolate candy brand at Easter and a fan favorite for more than 60 years. While this iconic brand has been successful at driving consumption among its loyal fans, data insights revealed a noticeable deficit in awareness, preference and household penetration beyond Easter.
With an in-depth review of consumer insights and an understanding of today’s connected buyer, we partnered to introduce a new line of flavorful, dipped PEEPS products featuring fun and colorful packaging to the next generation of PEEPS® fans: millennial moms.
We took steps to re-invigorate the brand and position PEEPS® as the one-of-a-kind, cute and quirky candy treat that allows moms to express their Peepsonality® and bring spontaneous fun to family gatherings, holiday traditions and everyday celebrations.
An Unlikely Pairing
As part of a disruptive promotional marketing campaign, the PEEPS® Brand appeared as a sponsor at the annual South Beach Wine & Food Festival and partnered with American cookbook author, television food critic, chef and novelist Katie Lee to introduce the new PEEPS® Delights® products along with creative PEEPS-inspired recipes to festival attendees and a much broader social following.
Prepare to be Delighted
To support the campaign and draw attention to the unexpected pairing of PEEPS and SOBE, we designed and deployed a section within the PEEPS brand site dedicated to delighting consumers with product introductions, SOBE updates, UGC, social contests and even a fun guide for pairing the new PEEPS® Delights® with your favorite wine.
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