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Brands try to capitalize on Easter holiday

Branding expert recommends that companies hop out of their comfort zone this Easter season.

Easter MMS Minis candy

The day after Feb. 14 stores strip down their displays of red and pink hearts and begin to stock their shelves with multicolored eggs, baskets and bunnies.

And while Cadbury Crème Eggs, Peeps Marshmallow Chicks, and Reese’s Peanut Butter Eggs have become synonymous with the Easter season, others are trying to get their share of the holiday as well.

Mary Zalla, global president of consumer brands at Landor Associates, one of the world’s leading brand consulting and design firms, says established brands in the Easter market try to stay current this holiday with new products to help boost their sales.

“From a branding perspective, Easter is fast becoming a secular occasion,” she explains “But in order to do well, brands must embrace innovation and understand that not every product they introduce will be a hit. Therein lies the beauty of seasonal marketing; if it doesn't work, you can always scratch it and try again next year. But if you've got a winner, you can consider offering it year round."   

For example, Hershey, recently named the fastest growing large CPG company, unveiled its new Milk Chocolate Covered Almond Egg and Jolly Rancher Easter Shaped Lollipop this season.

Meanwhile, Mars Inc. revealed its TWIX Centerpiece Egg and M&M’S Milk Chocolate Solid Bunny with MINIs to consumers. And, Just Born has branched out too this year with its new PEEPs Party Cake Flavored Marshmallow Chicks.

“Chocolate bunnies and eggs are a ubiquitous part of the Easter season but...  this is a great time to experiment and innovate with new flavors and formulas for some of their most popular treats,” Zalla says. “The brands that will do well are the ones that are able to extend the products well beyond the season, and find new flavors to add to their regular lineups.”

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