Next time you go into the grocery store pay special attention to the word “Sharing Size”. This is pretty smart wording, it does a few things:
- You don’t feel bad about buying a “Larger” sized bag of candy (even though you are probably going to eat it all your self)
- Gets you to think about sharing and introducing the candy to others
This is how Mars explained the launch of the new size name:
Research suggests that consumers want value, portability and portion control with their candy, and larger sized confections are gaining popularity.
What are your thoughts on the new size name, do you think it is deceptive or smart marketing? Let me know in the comments!
Great comment by Tom below: “It ain’t about the candy or the pack size,It’s about selling!”
I think it is smart marketing. People just want more quantity and not have to feel bad about wanting more.
Also, maybe this will get me some free M&M’s!
hahaha I will be sure to “Share” with you, Tina
As the marketer, I want to be involved in businesses that are “good” for people.
Giving larger portions of healthy foods or supplements is a rather different issue I think.
So, I think there is another question, underlying your initial question!
🙂
So very true, Charlie!
Yet again, pure gold.
I hope you learned about this while shopping for large volumes of candy for the office party Thursday night!
Good stuff, Rishi!
Pete
hahaha.. how did you know?
Buy yes, there will be large amounts of candy and of course pony rides!
The clothing maker Patagonia has a promotion which says “Don’t buy this coat.”
Asking people to be mindful about their shopping!
Two friends of mine were running similar programs at the same time, so they decided to co-promote each other!!
That’s a little deceptive and probably has a lot to do with the new standard of posting calories on the front of packaging. On the left you see 200 calories per serving, but since the bag contains 2 servings, it’s actually 400 calories for the whole thing. That just jumped from a snack to a meal in terms of calories. However anyone who actually cares about limiting calories probably isn’t eating M&Ms in the first place.
I never thought about the calorie angle. I think you are right. Now that companies like Mars have to list calories on their product label – they are totally manipulating it.
Great insight their Jenni!
How much of marketing is selling an idea of what the consumer “could” do? Nobody uses their trucks and SUVs as depicted in those commercials, very few people are in the gym come February and I sure as hell am not sharing my M&M’s with anyone.
Louis C.K. said it best:
“I have a lot of beliefs… And I live by none of them. That’s just the way I am. They’re just my beliefs. I just like believing them – I like that part. They’re my little believies. They make me feel good about who I am. But if they get in the way of a thing I want, I f***ing do that.”
Yeah it all about what you “could” do.
“Sharing Size” also makes you feel like you have friends and are cool.
Also, awesome Louis CK quote – he speaks the truth!
Haha, I usually buy the share packs, but never end up sharing 🙁
Smaller individualised packets please!
What is funny about the small share packs is they only sell those in bulk.
Rishi, Very Good,You have demonstrated that one can draw attention to an item simply by DISCSSING the marketing tactics used today. Had you been marketing for Mars you would have been awarded this round. It ain’t about the candy or the pack size,It’s about selling ! Your non typical thinking is refreshing. As for the question…..Lets deem this topic the “Subversion Of Conventional Marketing”
Tom – really liked your comment!
“It ain’t about the candy or the pack size,It’s about selling!”
They are appearing to be more health conscious even though someone still might eat the whole thing. Good post 🙂