Peeps Uses Obscure Holidays to Reposition their Brand
New York ad agency The Terri & Sandi Solution launched a campaign for Peeps earlier this year called “Everyday is a Holiday.” The Peeps brand has strong commercial ties to Easter, as this holiday brings in over 70% of its revenue.
In an effort to expand the product’s reach and transform it from it a seasonal confection to a year-round treat, the ad agency has been developing images of Peeps that relate to obscure holidays like “Make Someone Laugh Day.” They even created a commercial for Take Your Pants For a Walk Day with the tagline “Express your Peepsonality” at the end. The company recently got in the Halloween spirit by sharing some spooky and silly drawings to promote their ghost and pumpkin Peep Minis.
This clever, low-cost positioning strategy had one simple goal: persuade consumers to broaden their ideas about what the Peep brand represents. The images are cartoonish and funny, and perfectly capture the personality of their target audience.
The only set back? The images seemed to be shared only on Facebook, when they could have been used across all social media platforms, including Twitter, Instagram, and even Pinterest. The good news is that these social graphics, or “sharables”, seemed to garner some strong engagement for the brand.
We’ve compiled some of our favorite images from the brand’s Facebook page: