chocked full of nuts from a team of ad pros

If you’re saying to yourself, ‘why is candy showing up on a legitimate marketing blog’, then perhaps we need to take a closer look at the power of chocolate.

Not everything needs to be a profound or prolific insight into the essence of branding. Of course, you’ll get plenty of that here too. Sometimes it’s good to chat about the nuts and bolts…..or should I say nuts and nuggets….of marketing.

Plain and simple, most people like candy. Even the ones who don’t can appreciate it. Yes, yes. I know there’s a few of you out there who adamantly vow to never touch the stuff – so be it. For the rest of us, it offers an instant trip down memory lane, a 3 o’clock pick-me-up or a surefire way to be a child’s hero.

From the bank teller and dentist lollipop giveaway to the Andies Candies treat after a meal at the Olive Garden, candy is just one of those things you can count on. Here’s a look at some other ways to ‘sweeten’ your marketing efforts (yeah, I went there. So what.)

• Customized M&M’s. Pick your corporate colors, add your logo and voila – instant sales tool.
• Chocolate Stamping with Branded Wrapper. Most promotional companies offer a vast array of edible options. You can imprint your logo right into a chocolate bar. Add a key brand message to the wrapper and now you have a promotional asset for your campaign.
• Custom Mold. I once saw a plastic shoe company hand out little gummy jelly shoes at a tradeshow. Turns out, they were tiny edible replicas of the real shoe. The packaging had the URL and a coupon. Many candy factories will allow custom molds.

So, do I think you’ll sell a Lexus because you had a candy dish at the sales office? No, of course not. But, do I think a nice box of Godiva chocolate with a handwritten thank-you card to the new owner will create a positive lasting impression…..you bet!

Today’s post is brought to you by the candy corn. Invented in 1880 and made from corn syrup, honey and sugar, the candy corn has become  iconic with Halloween. Whether you love em or hate em…..you have to envy its mass recognition and staying power.