As part of a new digital campaign, Peeps candy is out to prove that its marshmallows are more than just a sign that Easter is coming. Instead, Peeps are hoping to prove that the arrival of its products in-store signify the arrival of the entire spring season.
The campaign appeals specifically to young Millennial mothers with political-themed messaging. The marketing stunt introduces Peeps as a political candidate that's out to replace the Groundhog as the most telltale sign of spring. In order to determine the truest representative, audiences are encouraged to go online and vote.
With the 2016 presidential election upcoming, many brands are choosing to give their marketing content a political theme. Comparable examples to take note of include Jetblue's 'Reach Across the Aisle' and 'The Bud Light Party' Super Bowl 50 commercial.
Political Marshmallow Campaigns
This Digital Campaign Pits Peeps Candy Against the Groundhog
Trend Themes
1. Political Marshmallow Campaigns - Peeps candy launched a digital campaign aimed at young Millennial mothers with political-themed messaging to prove that its marshmallows signify the arrival of the entire spring season instead of just Easter.
2. Political-themed Marketing - Many brands are choosing to give their marketing content a political theme in the lead up to the 2016 presidential election.
3. Replacing Tradition with Fun - Peeps candy is positioning itself to replace the traditional Groundhog Day with a more fun and engaging option using a political-themed marketing campaign.
Industry Implications
1. Candy Industry - Peeps candy's political-themed marketing campaign can help position it as a leading candy brand during the spring season.
2. Marketing Industry - Brands can learn from Peeps candy's political-themed marketing campaign to create engaging campaigns during key cultural events.
3. Consumer Goods Industry - By taking part in the trend of giving marketing campaigns a political theme, consumer goods companies can differentiate themselves and gain a competitive edge.