An Egg-ceptionally Lame Easter Shape

By: JoDills

Apr 5, 2012 | Categories: Bad Marketing |

It’s Easter again, and you know what that means? It is the only time of the year you can purchase cross shaped cakes, lamb butter, and of course the most awkward looking of all Easter novelty sweets – the Reese’s Peanut Butter Chocolate Egg.

 

mother son talking about peanut butter cups

 

I imagine the meeting to develop the chocolate egg went something like this:

 

VP OF MARKETING

Guys, the chocolate bunny is killing us in sales. We’ve got to come up with something so our peanut butter cup can compete in the Easter market!

 

TEAM MEMBER

Well, we could just use colorful Easter pastels for the packaging…you know, like we do for Christmas with our smaller Reese’s candies.

 

VP OF MARKETING

No good. It’s Easter. People want shapes for Easter! You. Yes you. You were an art major. What can you design for us?

 

MARKETING ASSISTANT

Umm…it was Art History.

 

VP OF MARKETING

What does that mean?

 

MARKETING ASSISTANT

It means I can draw you this egg.

 

Chocolate Egg Sketch

Actual Sketch

 

VP OF MARKETING

Genius! Totally worth your $120,000 in student loans.

 

ANOTHER TEAM MEMBER

But isn’t the egg a boring shape. I mean people want bunnies or chicks or praying hands!

 

VP OF MARKETING

Hey, if bubble gum and jelly bean companies can make a killing selling their products as “eggs”, then why can’t we?

 

ANOTHER DIFFERENT TEAM MEMBER

(because there were at minimum 50 people who weighed in on this decision)

Because their products are actually egg shaped and colorful…like an Easter egg.

 

VP OF MARKETING

Nonsense, people will eat it up…literally. Plus, it’s cost effective since we can just use the deformed shaped peanut butter cups, instead of using them to play practical poop jokes on each other.

 

TEAM MEMBER

But we don’t have the wax paper to fit the deformed ones…which is why we use them to play practical poop jokes on each other.

 

VP OF MARKETING

Even better. We can just not use the wax paper and place it directly onto the white cardboard. People will think we do that special for Easter.

 

TEAM MEMBER

OK, but then can we package the egg in pretty pastel Easter colors?

 

VP OF MARKETING

What is with you and your emphasize on packaging? One would think you had a marketing degree or something.

 

TEAM MEMBER

I just think that…

 

VP OF MARKETING

Geez…you just won’t give up, will you? Fine, I’ll compromise. We can put three “Eastery” flowers on the package. Here, use the ones my daughter drew on my lunch bag this morning.

 

Reese's Egg Flowers

They Did

 

TEAM MEMBER

But the pastel…

 

VP OF MARKETING

Look as long as it says “Egg” in giant letters, people will buy it.

 

 

And they do. Which is why every candy bar now has an ugly chocolate egg counter part.

 

mounds egg

Egg...Guitar Pick...same thing...

 

At least Snickers put a little more thought into their chocolate eggs. I believe that meeting went a little something like this:

 

SNICKERS VP OF MARKETING

It turns out for some reason, people think Reese’s Chocolate eggs are a fun Easter novelty. We must do something to one up them.

 

SNICKERS TEAM MEMBER

Well, my six-year-old-son is visiting for “Take your son to work day.” Let’s have him decorate it.

 

snickers egg

He Did

 

SNICKERS VP OF MARKETING

Perfect. Can he also design the packaging?

 

Snickers Egg Wrapper

He Did

 

Happy Easter, Folks! And for more feelings of Easter goodness, read the story about how an Easter Egg Hunt in Colorado had to be cancelled because parents were grabbing all the eggs for their kids.

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