With those limitations in mind, Calkins said, Peeps has a challenge: "How do you keep the brand in front of people, and how do you keep people thinking about Peeps when you don't have a lot of money to invest in a marketing effort?" The answer? Partnerships, a lot of them. "But it's not an enormous brand in terms of revenue." Just Born is a private company that doesn't share its sales figures. Peeps "is very well known," Calkins said. The arrangement is especially attractive for a brand like Peeps, said Tim Calkins, a marketing professor at Northwestern University's Kellogg School of Management. SEE ALSO: Pepsi x Peeps: New soda flavor combines two sweet tastesīrands often partner up on hybrid products as a way to build off each other's popularity.
That meant if you were a Peeps lover looking for the candy at some point late last year, unless you happened to find leftovers from Easter 2020, you were out of luck. So the company skipped the holiday themed Peeps it usually produces for Halloween, Christmas and Valentine's Day to focus on its other brands like Mike and Ike and Hot Tamales and on Peeps for Easter 2021. Production issues in the pandemic meant that Peeps maker Just Born had to prioritize what candy to make last year. That could be especially important this year with Peeps back on shelves after a months-long hiatus. The goal: To access more marketing muscle for these sugary little birds during Peeps' critical season. If you don't feel like eating or wearing Peeps, you can pick up a Peeps Funko Pop toy or build your own Peeps plush bunny with Build-A-Bear.Īll are products available this year through partnerships struck by the company behind Peeps. You can decorate your yellow clogs with Peeps charms or match your face to your dessert with a Peeps HipDot makeup palette.
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