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History of Marshmellow Peeps Ad Campaign
Transcript of History of Marshmellow Peeps Ad Campaign
Everyone begins somewhere
These peeps were originally intended for Easter. When the family found how to shorten the manufacturing proscess, they began selling in a variety of different colors each aiming at a different holiday and they are now sold year round.
Innovation at its finest
The Born family figured out a way to automate the process and quickly cool the Peeps. By 1954, the company had shortened the manufacturing time to only about six minutes.
Today, Just Born makes about 5.5 million each day in a variety of shapes and colors.
Where it all began
Peeps are owned and made by Just Born Inc., a candy company located in Bethlehem, Pa.
The company is named after Sam Born, a Russian-born founder and confectioner, who started the brand in 1917 after immigrating to the United States. His candy company grew and eventually acquired Rodda Candy Company in 1953.
Adding to their Ad Campaign
Barry Church, a football player for the Dallas Cowboys, was unable to attend training camp upon an unexpected root canal. PEEPS offered Church a season's supply of their product in that marshmallows are a lot softer on the teeth as opposed to a jolly rancher which caused Church's root canal
In 2004, the first Peeps diorama contest was held by the St. Paul Pioneer Press in Minnesota. Today many other newspapers and organizations across the country host community competitions that award prizes for the best dioramas featuring Peeps. This created awareness and attention toward peeps.
"Peeps - Always in Season", as Peeps has since expanded to include Halloween, Christmas and Valentine's Day. They are made from sugar, corn syrup, gelatin, and various food dyes.
Peeps are sometimes jokingly described as "indestructible". In 1999, scientists at Emory University jokingly performed experiments on batches of Peeps to see how easily they could be dissolved, burned or otherwise disintegrated, using such agents as cigarette smoke, boiling water and liquid nitrogen. In addition to discussing whether Peeps migrate or evolve, they claimed that the eyes of the confectionery "wouldn't dissolve in anything". Furthermore, a similar joke website claims that Peeps are insoluble in acetone, water, diluted sulfuric acid, and sodium hydroxide (the web site also claims that the Peeps experimental subjects sign release forms). Concentrated sulfuric acid seems to have effects similar to the expected effects of sulfuric acid on sugar.
An annual "Peep Off" competition is held in Maryland on the first Saturday after Easter, when Peeps are greatly discounted, to see who can eat the most in 30 minutes. The first such event was arranged by Shawn Sparks in 1994, and had only six participants. Dave Smith started Sacramento's record-holding annual Peep Off after contacting Jack Eidsness, a participant in the first Peep Off, with a question about it, through Mr. Eidsness' Peep-themed website.
“Express Your Peepsonality” campaign, featuring its first digital effort as well as a new broadcast TV
Meanwhile, Peeps will also target moms on Facebook with display ads; the brand’s 250,000 fans will see a new Peeps post every day until Easter.
A new marketing and advertising campaign plays off the brand’s association with big holidays by highlighting holidays that are more quirky and obscure.
A new commercial opens with an older woman, seated at a table, who has just opened a parcel and pulls Bubble Wrap from a ceramic horse. She admires the horse briefly, then tosses it over her shoulder and, as it shatters, begins to pop the Bubble Wrap with delight.
A commercial for Bubble Wrap Appreciation Day opens with an older woman seated at a table.
“January 26 is Bubble Wrap Appreciation Day,” says a voice-over, as a rousing march begins to play and a hand holding a bag of the candies thrusts into the frame. “Celebrate with new Peeps Minis.” The 15-second spot closes with the slogan for the new campaign: “Every day is a holiday.”
This campaign was extrememly successful, they turned a one day a year holiday into an everyday anytime treat, peeps are now sold year round opposed to once a year.