It’s spring, and we’re gearing up to dye Easter eggs and snack on candy! With that, Kinetic Reveal listening data has seen readership spike in the period leading up to Easter Sunday. The last minute sees the largest jump.
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But candy eaters aren’t really big into brand research…they just eat the candy! While some users research candy products online before they shop, it’s mostly indicated by egg dyeing and decorating tips. Pinterest serves as the ideal platform for spring holiday crafting inspiration: Readers pinned 3,288 new ideas to the network last holiday season alone.
Breakaway hits from last year included Pillsbury’s “perfect boiled egg,” the most engaging pin of the holiday with 63,887 Repins, 8,403 Likes, and 23 comments. This year, the money’s on Rodda Candy, the maker of the adorably sugary chicks, Peeps. After all, where would April be without Peeps?
Nabisco leveraged Peeps hype by sneaking branding into a variety of unexpected places. More than just the Peeps candy, this year pink Oreo Peeps with the candy filling hit the shelves in February. The product went viral when consumers realized that their tongues…and more…were turning pink after consumption. Consumers read 48 times more articles about Oreos and Peeps together the week following launch. Tweets, Facebook, Pinterest posts about all spiked by a solid 50%.
As these viral stories evolved, Oreos spiked 46 times total and Peeps increased 52 times. While Peeps captivate Easter audiences, there is potential for brands like Nabisco to strategize accordingly. Nabisco also debuted Peanut Butter & Mint Oreo Bars, garnering a seven-fold increase in article readership, but not quite the viral sensation of pink Oreo Peeps.
From colors to candy, Easter has a lot of potential for CPG brands. To learn more, let’s talk.