Candy and Branding

By January 6, 2016 Blog No Comments

In the spirit of Halloween we thought we would take a good look at the candy that so many of us love to devour this time of year.

What is your favorite candy? Reese’s Peanut Butter Cups? Hershey’s Bars?

Chances are, your favorites have been with you for a while. Often the candy we love as children remains the candy we love as adults. We may develop more sophisticated tastes in chocolate or start enjoying nuts, but often the old fashioned, indulgent candy is the same.

Why might that be? Here is a question to ponder:

Have you ever seen a major rebranding of the major candy brands?

Sure, sometimes the wrappers will get a slight redesign, but often the overarching themes, colors, and ideas remain the same. Candy is not marketed upfront to adults. Candy is rather something we all once loved as children. It was something you would sneak an extra piece of when your parents weren’t looking. It was the magic of Halloween, birthday parties, and all other festivities.

By keeping the wrappers the same, the candy markets are going for more of a nostalgic affect. The candy we see in the stores today reminds of the candy we ate as children. We associate it with feelings of excitement and enjoyment.

Branding is the key to success of products like this. The candy market is very saturated. Walking down the candy aisle in the grocery store can be quite intimidating. Yet, the major brands manage to continue with their success because of their strong brands.


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