Just Promotional Packaging

 I’m a sucker for a candy promotion. What I’m talking about is when a candy company crosses over with something in real life. Sometimes a candy promotion can be with a celebrity, sometimes there’s a big event, sometimes it can be with a television or movie franchise. Candy promotions are one thing I keep my eye open for all of the time. The problem is that candy promotions are becoming more and more common, and more importantly some candy companies aren’t really putting their full effort into candy promotions.

It used to be that when I would come across some kind of candy promotion, I’d buy it. In some cases I’ve even gone out looking for particular treats that were having some kind of promotion. That’s because when the idea of cross promoting candies with famous intellectual properties, candy companies used to be fairly creative. If a celebrity was involved, then candy company might make a special version using flavours that the celebrity might like. When it came to movies and television, candy companies used to try and make foods that might be in the show a reality. Even if the treats didn’t work flavour wise, I loved the idea of a candy company thinking hard about how they can work with an intellectual property and tie things together.

With more and more candy companies doing tie-ins, I’m finding that candy companies have gotten a little lazy. Instead of making a special treat to celebrate their tie in, many candy companies have resorted to packaging only. Basically I’m seeing a lot of candy packages that simply add a few logos and design elements to their package, but the candy inside is just the same candy that they always sell. In many cases they don’t even decorate the candy inside the package either. It’s just a plain chocolate bar with logos and stuff on the package. 

I think my site is proof that there are so many creative things one can do with candy. I also understand that sponsorship and cross promotions can get complicated legally, but I feel like the candy consumer is really the one losing the most here. I’ve had a few occasions where I’ve picked up a treat that could have had such potential, but was just a simple (maybe boring) candy inside. I’ve actually started to be very skeptical of crossovers and promotions when I hear about them, and I don’t really seek them out anymore. While I haven’t completely given up, if there’s no indication that there’s something unique on offer inside the package during these promotions, I just don’t bother.