18 September, 2024
How Big Brands Sweetened Their Marketing with Confectionery
This blog talks about the juicy stories of real companies that used the power of sweets to cook up some seriously tasty marketing campaigns. We're talking about brands that know their way around a candy jar and aren't afraid to use it to their advantage. Ready to get a taste of marketing genius? Let's go!
1. Google: The Android Jelly Bean Bonanza
So, Google and their Android Jelly Bean launch – what a sweet saga! It wasn't just about introducing a new operating system; it was about creating an experience. Imagine walking into a tech event and being greeted by barrels brimming with colourful jelly beans, each bean a tiny ambassador for Android Jelly Bean. This clever move did more than just catch the eye; it caught every sense. People scooping up handfuls of jelly beans found themselves engaging with the brand in a playful, tactile way. Google cleverly tied the name of their new OS update to an actual edible treat, making the launch not just a tech event but a full-on candy carnival. It’s like they brought Willy Wonka to Silicon Valley!
2. Lindt & Sprüngli: When Chocolate Meets Property
Ah, Lindt & Sprüngli's delicious foray into the world of real estate – this was luxury branding at its finest. Imagine you're exploring high-end properties, and you're handed a box of exquisite Lindt chocolates. That's not just a treat; that's a statement. Each box of chocolates was like a symbol of the luxurious lifestyle these properties promised. Lindt managed to blend the rich, indulgent world of premium chocolates with the exclusivity of high-end real estate. It was an experience that went beyond mere property viewing; it was a taste of the lavish life, wrapped up in gold and tied with a bow. Talk about a sweet deal!
3. Tic Tac: Minty Fresh and Memorable
Then there’s Tic Tac, turning networking events into minty-fresh experiences. Let’s face it, networking can be a bit daunting, but having a Tic Tac container handy? That’s like a little burst of confidence every time you pop one. These custom-branded Tic Tac containers were more than just breath fresheners; they were conversation starters. Handing one out to a new acquaintance was a playful, friendly gesture that broke the ice and left a lasting impression. Plus, every time attendees freshened their breath, they got a subtle reminder of the brand. They turned the simple act of offering a mint into a clever marketing move, proving that sometimes, it’s the small things that make the biggest impact.
4. Dunkin’ Donuts: The Lollipop Loop Goes Digital
Dunkin’ Donuts, known for its mouth-watering doughnuts, added a twist to its brand with a sugary social media campaign. They created custom-branded lollipops and sent them out to social media influencers. Each influencer received these delightful treats and was encouraged to share their sweet experiences online. The result? A storm of Instagram posts, tweets, and Facebook updates, all showcasing Dunkin's lollipops in a vibrant, fun light. This campaign was a masterstroke in digital marketing, blending the physical world of tasty treats with the virtual world of social media buzz. It showed the world that they're not just about doughnuts; they're a brand that knows how to engage and tantalize in the digital age.
5. Coca-Cola: The Fizz That Rizzed
Coca-Cola, the giant of the beverage world, decided to make its promotions pop with a fizzy twist. They introduced a custom version of the iconic Pop Rocks candy, flavoured to remind you of that classic Coca-Cola taste. Imagine the surprise and delight at events when people popped these candies and felt the familiar fizz of Coke on their tongues! It was a brilliant way to merge nostalgia with modern branding, creating a memorable sensory experience. These Coca-Cola-themed Pop Rocks weren't just candies; they were mini explosions of brand awareness, fizzing up excitement and conversation with every pop and crackle.
6. Hershey's: Chocolate That Talks Business
Hershey's, the chocolate powerhouse, took networking to a whole new level of sweetness. They offered personalised chocolate bars that doubled as business cards. Imagine attending a conference and instead of receiving a standard paper card, you get a delicious Hershey's chocolate bar with contact details on the wrapper. It was a unique, tasty way to make a first impression. Not only did it delight the taste buds, but it also ensured that their brand (and contact information) lingered in the minds (and palates) of potential clients and partners. In the world of networking, Hershey's proved that sometimes, the way to a professional's heart is through their stomach!
7. M&M's: A Rainbow of Branding Opportunities
M&M's, the colourful candy brand, took customisation to a delicious new level. They offered a service where companies could order M&M's in specific brand colours, complete with logos, slogans, or messages printed on each piece. They became a hit at trade shows, corporate events, and as unique client gifts. It was a fun, interactive way to showcase brand identity. Imagine a bowl of M&M's at a company's booth, each little candy a vibrant ambassador of the brand. This initiative showed that branding could be fun, edible, and highly personalized, turning a simple treat into a powerful marketing tool.
8. KitKat: Unwrapping the Details
KitKat's innovative approach to branding extended to more than just custom wrappers. They often tied these promotions to specific campaigns or events. For instance, during tech conferences, KitKat bars might feature tech-themed designs or witty slogans related to the event, making them not only a snack but also a clever nod to the context. In another smart move, they sometimes partnered with companies for product launches or corporate milestones, offering KitKats with bespoke branding to celebrate the occasion. This strategy wasn't just about giving away chocolate; it was about integrating KitKat into meaningful moments, making break time synonymous with a delightful and branded chocolate experience.
9. Ben & Jerry's: A Deeper Scoop
Ben & Jerry's ice cream socials were more than just handing out scoops of ice cream. They often created unique experiences around these events. For instance, at a corporate event, they might introduce a limited-edition flavour that aligns with the company’s theme or values. In community events, they engaged local artists or musicians to add a cultural flair to the socials, making each scoop of ice cream part of a larger, immersive experience. They also leveraged these socials for social good, often aligning with local charities or causes, thus reinforcing their brand image as a socially responsible and community-oriented company.
10. Starbucks: Brewing the Details
Starbucks' cookie promotion was a masterclass in subtle branding. They often used these cookies during specific seasons or promotional periods. For example, during the holiday season, cookies might come stamped with festive designs or messages, adding a seasonal touch to the coffee experience. During promotional campaigns, the cookies could feature a new flavour or a catchy tagline that resonated with the campaign's theme. Starbucks ensured that these cookies did more than just complement their coffee; they were an integral part of the customer's experience, subtly reinforcing the brand's commitment to quality and innovation in every bite.
11. Ferrero Rocher: The Golden Touch of Elegance
Ferrero Rocher's gilded giveaways were a masterstroke in luxury branding. But let's unwrap a bit more about these shiny spheres of deliciousness. The brand often tailored these giveaways to specific events – imagine a Ferrero Rocher wrapped in gold foil but also adorned with a company logo or a special message for an event. It elevated the gift from a mere treat to a symbol of prestige. At high-profile galas or exclusive corporate meetings, these chocolates weren't just snacks; they were part of the experience, adding a touch of opulence to the event.
They also played smart by aligning these giveaways with certain celebrations like anniversaries or milestone achievements, reinforcing the connection between luxury and significant moments. Their commitment to quality and elegance wasn’t just seen; it was tasted, as each chocolate was a reminder of the brand's sophisticated image.
12. Haribo: A Chewy Adventure in Marketing
Haribo's gummy bear gala brought a playful and colourful twist to marketing. These weren't just any gummy bears; they were customisable ambassadors of fun. Haribo allowed brands to choose from a rainbow of colours and flavours, creating a mix that perfectly matched the company's branding or event theme. Think about a tech company using blue and white gummies for a product launch, or a health brand choosing green and yellow for a wellness fair.
These custom mixes were more than just tasty treats; they were conversation starters. At trade shows, a bowl of brightly coloured, brand-aligned Haribo gummies could draw people to a booth, breaking the ice and starting conversations in a fun, relaxed way. For company events, these custom gummies added a personal touch, showing employees and partners that the company cared about even the smallest details to enhance their experience.
The Wrap
So there you have it – from Google's jelly beans to Dunkin's lollipops, these brands prove that a little bit of sugar can go a long way in marketing. These companies didn't just use sweets as giveaways; they turned them into memorable brand experiences. It's clear that in the world of marketing, sometimes the sweetest ideas are the best!
The Confectionery Only Team