For many, the quintessential Easter treats are those marshmallow confections known as Peeps. Back in the day, Peeps only were packaged as yellow chicks but since then they have morphed into multi-colors, multi-flavors, multi-shapes — and now, multi-products. It seems that Peeps have hopped on the brand extension bandwagon and now feature their iconic rabbit Peeps on cereal, stuffed animals, socks, stationery, and even bandages. Why, they have more products than rabbits have bunnies!
Is Peeps a marshmallow treat or a graphic rabbit? It becomes increasingly hard to tell. I’m sure there is financial logic in proliferating the Peeps but in the long run, I fear that overexposure outweighs the short-term gains.
It’s a fine line between extending your base and straying from it. Whether it be a product or nonprofit mission, think hard before changing direction from your core purpose, key capabilities, and competencies. As Asleep at the Wheel sang in the ’90s, “dance with the one who brung you.”
Happy Easter!
