To celebrate Marshmallow Peeps' 50th Anniversary, a Peep is seen attempting to blow a horn. Finally, getting enough air to blow into the horn, the Peep fills with air instead and then deflates flying through the air until he lands into the anniversary cake.
Philosophy
Increase the brand strength and awareness of Peeps by announcing and celebrating Marshmallow Peeps' 50th Anniversary. The age of the brand will represent its American Heritage and evoke feelings of nostalgia within consumers.
Problem
The name Marshmallow Peeps has low awareness among the general population, but everyone has heard of the yellow marshmallow chicks placed in Easter baskets each year. Consumers primarily associate the brand Marshmallow Peeps only with Easter. However, new products have been introduced for not only Easter but also in celebration of other holidays.