|Marshmallow Peeps Seek to Unseat Groundhog
By: Jessica Cherok
You’re about to see a whole lot more of those delicious Peeps in your social media accounts, especially if you also happen to be a Millennial mom.
The little marshmallow chicks are trying to break out of their typecasting as an Easter-only treat and claim all of springtime as their own. Just Born Quality Confections, the makers of Peeps, has just launched its first social media campaign aimed at younger moms.
According to the company, they’re seeking to diversify their audience to include Millennials — having already solidified their standing with older generations — as well as to expand their appeal beyond Easter baskets.
The campaign will be featured on Facebook, YouTube, and Twitter, showcasing the Peeps in videos parodying political campaigns. The Peeps are running against a groundhog, seeking to unseat him as the official sign of spring.
Just Born Quality Confections hopes the new campaign will boost their sales by 10 percent, significantly beating their typical single-digit YOY. Breaking out of the Easter basket will certainly help increase sales, though it may be shortsighted of the company to be limiting itself to merely springtime.
Whether or not the company will also embrace society’s love of exploding them in the microwave as part of its social media efforts remains to be seen.
Jessica Cherok is an advocate for online privacy, campaigning for ethical data practices and the protection of personal privacy.
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