Easter Bunny Chuckles at the Recession as Sales at Candy Companies Rise

With Easter Sunday coming up this weekend and the fact that many people are craving chocolate because they've given it up for Lent, it seemed fitting to write about candy sales. I mentioned this in the post I wrote last week regarding how some marketers are doing well in this recession and the candy companies are one of these industries. 

The New York Times reports that while we can’t quite pinpoint why, for many, sugar lifts spirits dragged low by the languishing economy. For others, candy also provides a nostalgic reminder of better times. And not insignificantly, it’s relatively cheap. “Candy companies are relatively recession-proof,” said Peter Liebhold, chairman of the Smithsonian Institution’s work and industry division. “During the Great Depression, candy companies stayed in business.”

Many big candy makers are reporting rising sales and surprising profits even as manufacturers of other products are struggling to stay afloat. Cadbury reported a 30 percent rise in profits for 2008, while Nestlé’s profits grew by 10.9 percent, according to public filings. Hershey, which struggled for much of 2008, saw profits jump by 8.5 percent in the fourth quarter.

Cadbury's Mini-Eggs and Creme Eggs are synonymous with Easter. I personally am a sucker for the mini-eggs and always buy them for my daughters' Easter basket (and of course for my own stash as well).

Cadbury wanted to extend the Cadbury Easter experience beyond the Easter Egg Hunt this year to an interactive online experience. The Cadbury Easter site builds on an already strong relationship and loyalty with the consumer. First off it's got that lovable white bunny that greats visitors and invites them to explore Cadbury products and to play the "Flying Bunny" game that challenges players to help the Easter Bunny deliver Cadbury Mini Eggs to homes. Visitors can also view this "Clucking Bunny Fly Over" TV ad.

The site reminds us that this is only going to be around till Easter, so you better enjoy it now before the website and the eggs are gone.

Also, Hershey's, Cadbury and Reese's have teamed up on an Easter promotion called the "Colors of Spring Coloring Contest" which is open to children between the ages of 4 - 12. Parents can send in their child's colored page for a chance to win a $1,000 Savings Bond which will be awarded to three different age brackets: ages 4-6, ages 7-9 and ages 10-12. The Coloring Page/Entry Form can be found at www.keepeastereasy.com. Secondary prizes are Hershey's gift baskets.

So I wish everyone a Happy Easter and don't forget to get your fair share of all these chocolate treats...and help the economy in the meantime!

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