WVU Marketing Communications Today
How does a 67 year old seasonal brand like PEEPS® expand its target and not alienate its core consumers?

How does a 67 year old seasonal brand like PEEPS® expand its target and not alienate its core consumers?

April 11, 2020

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Happy Easter everyone! It’s just not Easter without PEEPS®! The PEEPS® Brand has been around since 1953 and is a must-have for the Easter basket. The yellow chick is the icon that everyone knows however, the classic pastel-colored marshmallows covered in sugar are certainly polarizing. Consumers either love them or hate them. If they love PEEPS®, don’t mess with them. If they hate PEEPS®, there is no way they would ever eat any PEEPS® product. How does a brand stay true to its heritage while evolving to appeal to a larger audience? In this podcast, we will learn how brands can grow through innovation with their core consumers while attracting new users to the franchise.

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