Today is National S’mores day. Yum. Hershey’s is heavily promoting the ‘holiday’ on social media.
Twitter has gone crazy and the hashtag #SmoreFun is trending. Why? Part of it has to do with timing. Hershey’s has perfectly timed their S’mores day with late summer, where for decades Americans have embraced long, warm evenings by roasting marshmallows then sandwiching them between chocolate (commonly Hershey’s) and graham crackers for gooey greatness that delights young and old alike. The dessert is both nostalgia and current.
S’mores product extensions have been trending all summer. Back in June my cousin wrote this challenge on her Facebook page, “I want to start a sort of competition with you. The food industry has gone crazy with everything s’mores! Here are a few of my finds. As you find something, take a pic and post it here. Let’s see how many we can get by the end if summer. #smoresrule”. Twenty-two comments later this is what her friend network has uncovered:
M&M S’mores Available at Walmart
Available at Starbucks
Available from Pillsbury
Graeter’s s’mores flavored ice cream
Grocery store baked s’mores brownies
More from the grocery store
In the end, I think we can conclude 2 things: (1) Creative variations on the S’mores theme are hotter than ever. (2) Modern holidays can spark creativity and conversation for consumer products. This allows brands to reach new and passionate audiences who might start their engagement in the physical world but then discuss their findings with friends online.
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