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This Peeps Commercial Targets Millennial Moms in a Clever Way
Katherine Pendrill — July 12, 2016 — Marketing
References: content.jwplatform & digitaltrends
In an effort to reach millennial moms, Just Born Quality Confections released a Peeps commercial that uses humor to get consumers buying the marshmallow chicks earlier in the year. Released just ahead of Groundhog day, the campaign uses a touch of nostalgia to associate Peep with the spring season.
The Peeps commercial pits the colorful marshmallow chicks against groundhogs in a battle to see which will be dubbed "the true sign of spring." The message behind the ad is to show that Peeps aren't just for Easter, but rather a perfect treat for the spring season. The company created a total of four such ads; all of which aired across social media channels.
Many millennial moms grew up eating Peeps around Easter, thus the campaign's attempt to draw an association between the candy and the spring season delivers just the right amount of nostalgia. This touch of nostalgia combined with humor is designed to appeal to social media-savvy moms familiar with the viral memes and videos featuring the colorful marshmallow candies.
The Peeps commercial pits the colorful marshmallow chicks against groundhogs in a battle to see which will be dubbed "the true sign of spring." The message behind the ad is to show that Peeps aren't just for Easter, but rather a perfect treat for the spring season. The company created a total of four such ads; all of which aired across social media channels.
Many millennial moms grew up eating Peeps around Easter, thus the campaign's attempt to draw an association between the candy and the spring season delivers just the right amount of nostalgia. This touch of nostalgia combined with humor is designed to appeal to social media-savvy moms familiar with the viral memes and videos featuring the colorful marshmallow candies.
Trend Themes
1. Seasonal Candy Marketing - Brands can capitalize on seasonal nostalgia and holidays to create campaigns that bring in new customers and increase sales.
2. Humor-driven Advertising - Using humor in advertisements can be a successful strategy for engaging with younger demographics, especially on social media platforms.
3. Nostalgia Marketing - Creating a sense of nostalgia for a product can tap into positive associations from consumers' past experiences and build brand loyalty and trust.
Industry Implications
1. Confectionery Industry - Candy manufacturers can utilize seasonal and humorous advertising to reach new audiences and maximize sales, particularly during popular holidays like Easter.
2. Social Media Marketing Industry - Agencies can leverage the popularity of social media platforms among younger demographics to create campaigns that utilize humor and nostalgia to generate consumer engagement and ad interactions.
3. Marketing and Advertising Industry - Marketing firms can recommend nostalgia-driven and humorous campaigns to help their clients connect with audiences and build brand recognition and preference.
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