The economy might seem scary these days, but apparently US consumers aren’t too scared – vowing to celebrate and spend more this Halloween than in the past. Spending is projected to reach almost $7 billion.
While candy is still the biggest line item on revelers shopping lists, decorations and costumes aren’t far behind.
Good news!! But wait, Halloween is just one day of the year. What happens to the economy the other 364 – does it turn back into a pumpkin at midnight like the carriage in Cinderella?
For some Halloween marketers – maybe. They pack up the ghosts and goblins, and store them away for next year. For others, who are true “occasions” marketers, absolutely not.
Sure, candy is a natural fit for Halloween. Most brands deck themselves out in “spooky” packaging to distinguish their everyday products from the “special occasion” products (which are essentially the same things!) to get us to buy more.
How about candy brands that have embraced the “occasions” marketing strategy and extended their product line to include holidays across the calendar? Just Born, the maker of Peeps, comes to mind.
That's right - they moved from sweet Easter chicks & bunnies, to snow & gingerbread men for Christmas, to hearts for Valentine's day. Not to be outdone, they scared up some halloween themes too:
Now all they need are stars & stripes for Fourth of July, and turkeys for Thanksgiving and they'd be all set!
The end game is that "occasions" marketing can mean big business to brands, especially during hard times. Addressing holidays through festive packaging and other promotions is a way to get in the game faster & on the cheap - without product development. The seasonal boost in sales may be just what the brand needs to move out from the red and into the black.
Other brands, however, may find great ROI in product development and decide to get more involved with "occasional" products. By creating products for different holidays, or seasons, brands can smooth production and distribution patterns that typically cause headaches for seasonal marketers.
Just Born has figured a way to keep its production lines running all year long and as a result, has not only become a more efficient producer & distributor, but has also won the hearts and "sweet tooths" of millions of customers. Now that is a sweet strategy.
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