The Maynards Candy Stunt Has a 'Chewmelier' Trick Wine Show Attendees
Brad Van Schaik — September 15, 2012 — Marketing
The Maynards candy stunt is a well-executed stunt at a wine show, which is really no place for a candy company. The video documents a "Chewmelier," the world's first Maynards Wine Gums expert, as he educates unsuspecting wine show patrons on the proper way to consume Maynards Wine Gums.
Highlights include the Chewmelier scolding people for pawing at the candy, convincing them the candies taste like rainforest and educating them on the ideal pairings. "I'd pair it with a pair of snow pants and a flannel shirt...a good romantic comedy on a Friday night," says the expert, who receives a wide variety of reactions from patrons. This stunt and video is ingenious, and will likely attract tons of attention for the candy brand.
Highlights include the Chewmelier scolding people for pawing at the candy, convincing them the candies taste like rainforest and educating them on the ideal pairings. "I'd pair it with a pair of snow pants and a flannel shirt...a good romantic comedy on a Friday night," says the expert, who receives a wide variety of reactions from patrons. This stunt and video is ingenious, and will likely attract tons of attention for the candy brand.
Trend Themes
1. Stunt Marketing - Maynards candy's Chewmelier wine show stunt highlights the potential for humor and creativity in experiential marketing.
2. Unexpected Pairings - The Chewmelier's unconventional pairings of Maynards Wine Gums with clothing and entertainment demonstrate the potential for disruptive innovation in pairing products in unexpected ways.
3. Crossover Expertise - The creation of a "Chewmelier" highlights the opportunity for combining expertise in unexpected ways to create novelty and interest in a brand or industry.
Industry Implications
1. Candy Manufacturing - The Maynards candy stunt highlights the potential for creative and unexpected approaches to marketing candy and other sweets.
2. Wine and Liquor - The Chewmelier's pairing recommendations for Maynards Wine Gums suggest innovative approaches to pairing sweets with alcoholic beverages.
3. Experiential Marketing - The success of the Maynards candy stunt demonstrates the potential for humor, creativity, and novelty in experiential marketing strategies.
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