Signature Brands' Paas is adding to its marketing basket this spring a landmark $1 million media expenditure for the pastel-hued Paas Easter Egg Dyes in hopes of luring more people to color eggs and boost the brand's bottom line.
'Synonymous with Easter'
"Paas has become synonymous with Easter, and we've seen good growth year upon year, but we thought if we reminded consumers about their childhood traditions on TV, we could reach an even broader audience and potentially see even better growth rates," said Evan Eckman, senior VP-marketing and sales for Signature Brands, which also markets the Betty Crocker Decorating brand and Pumpkin Masters pumpkin-carving kit.
Allen Adamson, managing director of branding and identity firm Landor Associates, said the tactic is "pretty impressive and aggressive." After all, he said, Pass has "one time of year to make their splash, and if you have only that one moment to reach a lot of eyeballs, there is still no better medium than TV."
Though Paas holds the majority share in the roughly $25 million Easter egg dye category and grew 6% last year, private-label decorating kit entries from the likes of Target and smaller brands such as Paper Magic Group's Dudley's continue to crack away at the market.
Appeal to parents
Kristi Bridges, partner and creative director at Paas's ad agency, Sawtooth Group, Woodbridge, N.J., said the campaign is themed "Only Easter. Only Paas." Is intended to try to parlay the positive association parents have with the brand from their own childhood and get them to pass on the tradition to their own children.
The TV spot features a little boy explaining in detail to someone unseen behind the camera about how to dye Easter eggs. It is revealed at the end that that someone is his baby sister, animated, giggling, and -- of course -- unable yet to put the advice into action. The spot will run on national cable TV networks including Lifetime, Food Network and ABC Family. A print ad will also run in women's and general-interest magazines including Redbook.