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PEEPS

Coyne employs a variety of creative tactics to bring the lovable PEEPS brand unprecedented media coverage during Easter promoting new product flavors, partnerships, recipes and even crafts under the umbrella of showing consumers how they could express their PEEPSONALITY. In addition, the agency keeps the brand relevant throughout the year with activations around Halloween, Christmas and New Year’s.

Peeps Peepssuite — Coyne created a first-of-its-kind, immersive brand experience for fans– an opportunity to stay at a PEEPS® Sweet Suite at a Home2 Suites by Hilton just a bunny’s hop away from PEEPS® headquarters in Bethlehem, Pennsylvania. The PEEPS® Sweet Suite transported fans to an Easter wonderland filled with playful PEEPS® decorations, whimsical furnishings, and an irresistible taste of the PEEPS® 2024 flavor lineup. The experience also included exclusive activities in and around the city.

Peepsxpepsi — Coyne took our thinking outside the typical Easter basket candy media roundups to make news for the brand through creative storytelling, unique flavor launches, and exciting brand partnerships, including Oreo, Pepsi, Dunkin’, Katy Perry, and Crocs. The brand is annually a mainstay of the national morning, late night, and entertainment shows and billions of media impressions are generated through print, online, and broadcast media outlets.

Peeps Easter — The Coyne PR Team was tasked with generating major media excitement to announce PEEPS® triumphant return to shelves. After a long nine-month hiatus due to the COVID-19 factory shut down, the PR team worked closely with the Social team to amplify this news in two waves, which generated thousands of placements across top-tier media and social media accounts. Not only has Coyne successfully extended the news cycle for the typically short Easter season, but they exceeded the goal of bringing PEEPS® back in a big way!

Peeps 1 — To “PEEP out” Easter and increase coverage from previous spring outreach efforts, the team created a multi-tiered outreach campaign, promoting new product flavors, brand fun facts, exciting partnerships and recipes and crafts incorporating PEEPS and reached out to business media, food media, trade media, bloggers and general interest media on both a national and local level.

Peeps 2 — With April Fool’s falling on Easter Sunday for the first time since 1956, PEEPS® brand had an opportunity to “energize its Easter strategy, and bring consumers and media a unique and fun April Fool’s campaign. Due to a surplus of pink PEEPS® bunnies, the agency teams were charged with creating a playful storyline that incorporated the brand’s second most popular Easter product. And so, the partnership with Energizer® was born, bringing together two of the most iconic pink bunnies for the ultimate April Fool’s joke! The Energizer Bunny was named as the new PEEPS® Celebrity Creative Director, assuming full creative control over pink bunny production and design. With the creative direction of the Energizer Bunny™, the PEEPS® Brand “rolled out” the new design for its iconic pink PEEPS® bunnies with sunglasses resembling none other than the Energizer Bunny™ himself.

Peeps 3 — PEEPS® charged Coyne PR with the task of making a connection between two core selling seasons for consumers — Easter and Christmas, all while tying closely to the brands first-ever holiday season advertising. Since the new ads featured Santa hopping like the Easter Bunny while placing PEEPS® into Christmas stockings, Coyne PR brought the ad campaign to life throughout New York City with 20 hopping Santas. The team organized a sweet Santa Hop flash mob, who hopped to the tune of the Bunny Hop, and also participated in a morning show ambush at the “Today Show” and “Good Morning America” and also delighted fans in high traffic locations around the city during the busy holiday time.

Peeps 4 — To generate excitement and attention around PEEPSFEST™, a festival providing a family-friendly atmosphere to celebrate the New Year in Bethlehem, PA – home of PEEPS®, Coyne highlighted the festivities which include the dropping of a giant 4.5-foot tall, 85-pound illuminated PEEPS® Chick.

Peeps 5 — To increase awareness for the new PEEPS® MINIS™, Coyne PR created customized portraits of celebrity talk show hosts made entirely out of PEEPS® MINIS™ in time for National TV Talk Show Host Day.

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