*As an intern at Schneider Associates, I have permission to feature this post I wrote for our product launch blog, LaunchPR.
Just in time for Easter, Just Born’s PEEPS has launched its first new Spring and Easter marshmallow shape in over 50 years. The Yellow Tulips are PEEPS’ first new shape since the 1950s, joining well established PEEPS Chicks, PEEPS Bunnies and PEEPS Eggs. The brand also recently launched its classic Chicks in a new color: Green.
According to IRI, PEEPS candies are the top-selling non-chocolate Easter candy. The Nielsen Company reports that US consumers also buy an estimated $318 million worth of chocolate candy in the week leading up to Easter.
Marketers spent $65.6 million in candy advertising in the six weeks between Lent and Easter last year, although that number appears to be decreasing each year. One-third of this, or approximately $22 million, is spent on cable television advertising. Although online ad spending was only at $800,000 last year, PEEPS now appears to be going online more to promote its Tulips and Green Chicks launches.
PEEPS released a multimedia press release through PR Newswire’s MultiVu and posted a promotional video through online video sharing sites like YouTube. The video, featuring new Yellows Tulips and Green Chicks, documents how Spring PEEPS are made from shapeless marshmallows into the millions of fun, colorful candies sold each spring. PEEPS multimedia promotional efforts are supported by thousands of user-generated videos, photos and Web sites, many of which have received upwards of 40,000 views.
In addition to Just Born’s PEEPS, big name candy companies such as Mars Inc. and Hersheys develop new shapes and sizes for their candies—adorned in appropriate wrapping to match the season or coming holiday. For Easter, holiday candy has gone beyond milk chocolate bunnies and jelly beans, and now include egg shaped variations of all your favorite candies, from Snicker’s Eggs to the new Jolly Rancher Egg Shaped Pop.
What is your favorite Easter-themed candy?
Press Release Video:
Stop motion PEEPS dance: