Brand Partnership Marketing Done Right


Either you like Peeps or you don’t, but everyone knows what they are.

I buy Peeps every year, but I don’t really eat Peeps because I personally think they taste disgusting.

Don’t look closely at the ingredient list – large amounts of sugar, artificial flavors and gelatin (I once took a Peep and put it in the microwave to entertain my niece and I saw it grow to about four times its size (due to the gelatin in it).

Peeps only haunted us around Easter, but thanks to brand partnerships and clever marketing, they’re now a year-round item, with weird flavors continually popping up like the pickle (let’s say what ?), hot tamale, fruit punch, red velvet. , candy cane, pancakes and syrup (ew), sour watermelon and more (see this article for a review of these flavors).

So why am I bringing up Peeps today?

Because Peeps is a great example of the power of brand partnership marketing.

According to Pica9, “a brand partnership is a mutual agreement between two or more companies or organizations. Through these partnerships, companies help each other increase brand exposure, break into new markets, and add additional value to products/services.

Peeps is a product line that was supposed to be in stores for Easter (the Easter season accounts for about 75% of Peeps sales each year), but has branched out into a year-round line with home, clothing, personal care and other foods. some products.

Peeps had a challenge that we can all learn a valuable lesson from: how do you keep a brand in front of people and get people thinking about your brand when you don’t have a lot of money to invest in marketing? The answer? Several key strategic marketing partnerships.

Brands often team up on hybrid products to enhance each other’s visibility. When reputable brands partner up, the visibility you create around the partnership helps build buzz and anticipation. This can provide opportunities for influence in the media and social media.

By partnering with huge brands like PepsiCo and Kellogg (for Peeps cereal among other products), Peeps took advantage of their brand names and marketing assets.

These partnerships helped strengthen Peeps’ position and the more partnerships Peeps had, the more other brands wanted to partner in creating Marshmallow Candy.

Joining forces with Peeps around Easter gave brands a way to make a stronger seasonal marketing campaign and keep their products top of mind.

Peeps is a nostalgic brand reminiscent of childhood memories and the beginning of spring. This emotional connection goes beyond any affinity for actually eating Peeps.

So, as we can see with Peeps, creating a positive association with your brand and using the power of strong partnerships with big brands is a great recipe for a successful marketing initiative.

There are two kinds of people: those who are full of Peeps and those who can’t stand them. Which are you?

Visit the Peeps website for the full line of Peeps products.

Copyright © 2022, Stefanie M. Marrone. All rights reserved.National Law Review, Volume XII, Number 142


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