A seasonal treat gains a year round following.
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.
1 / 2
What is Market Invention?
It's the new era of marketing.
Market Invention is the process of creating and maintaining market dominance by leveraging insight, purpose, position, and experience to establish, grow, and maintain customer and company value.
COVID-19 CEO Survey
Back when COVID-19 was in its diabolical toddlerhood, circa May 2020, Merit asked CEOs from a diverse pool of sectors about their perceptions of COVID-19, and how they were tangibly handling its impact. These were not P&G, Google, General Motors CEOs, but CEOs of arguably the most important strata in the U.S. economy: small to medium-sized.
If our CEO survey is any indication, the “can-do” spirit is still alive and well. As cultural Venn diagrams representing now and the near future collide – COVID, FLU, ELECTION, BLM – resiliency seems to be many CEO’s medicine du jour.
The Confidence Market
Thanks to COVID-19, we're all relearning how to do the things we were once experts at. We’re relearning our relationships and how we interact. We’re relearning how to be a customer, teacher, CEO, marketer, sales executive, investor, ect. And with everything happening so fast, the relearning curve is extra steep.
COGNITIVELY COVID: The CEO Guide to Fear
What might be the hardest part of being a leader? The expectation of fearlessness, as in the whole “fearless leader” facade. Crushing, isn’t it?
COGNITIVELY COVID: The CEO Guide to Denial
Everyone defaults to denial at some point. It’s the brain’s way of lining up all of our implicit biases and testing them against harsh realities. Ironically, it’s because we’re trying to make sense of things with mental shortcuts. Now, in the time of COVID-19, as we all feel the need to move fast, CEOs might want to be especially mindful of biases, especially the biases that support denial and impede invention during crisis.
COGNITIVELY COVID: The CEO Guide to Acting Fast
You’ve likely heard the term “first movers” in the context of new sector growth. Moving first to take advantage of opportunistic pathways thanks to COVID-19 is almost a new sector unto itself. One website we love, CovidInnovations.com, is a global gathering of hundreds of new products, new apps, new wrinkles to existing services all in the name of the new world.
The 10 Truths of the COVID-19 CEO
In the midst of loosening lockdowns and tightening restrictions, dropping infection rates and second waves, CEOs must adjust to new truths in changed industries. During many conversations with my peers, a few of those truths have surfaced time and again.