Tuesday, April 1, 2008

MOMS BUY FOOD!?! This ... and other bits of wisdom

From the “well, duh!” school of marketing comes this from Baskin-Robbins, which is increasing the marketing of its candy line based on this gem of scientific research: Moms make a lot of decisions in buying food.

Surely they didn’t pay someone to come up with that?

Anyway, apparently they’re changing the packaging of their ice-cream flavor inspired candy and hoping to, as one exec put it, work on “establishing a relationship with this critical group of consumers.”

The new design incorporates the color scheme and graphic image elements from a Baskin-Robbins store (Remember when there used to be a Baskin-Robbins on North Quintard?)

The brand is also rolling out its soft candy, available in sugar and sugar-free varieties, in the flavors of Mint Chocolate Chip and Very Berry Strawberry. And, for those easily marketed-to moms out there (insert sarcastic tone here) it’s foil-wrapped in a resealable bag, “perfect for ‘Mom’s’ purse, briefcase, and the car – anywhere she and her family happen to be.”

Yeah. That's just what moms need -- candy wrappers to add to the clutter of the car. Or van.
Baskin-Robbins Soft Candy products will be available in the candy aisle of grocery, drug and mass retailers nationwide. The retail price of the 2.75 ounce sugar-free and 4 ounce sugar Baskin-Robbins Soft Candy varieties is $2.49.
Some mothers do carry candy at all times, but grandmothers are more likely to be the repositories of sweet treats. Whether a new package will develop a "relationship" between a candy maker and moms who don't -- or shouldn't -- want their children hopped up on sugar remains to be seen.