Moon Pie Trolls Their Way to Sales Increase
Happy Friday! Today’s post is the first in a series of blogs in which we will examine the advertising and marketing practices of small or emerging brands who are successfully competing with larger, more-established brands – who have more ad revenue, receive more promotional support from retailers, and (in theory) just have more brand equity in general.
We’re kicking things off with a product near and dear to us – cake. Specifically, we’re taking a look at the case of Moon Pie. While they may not be an “emerging” brand, they certainly are experiencing a snack cake renaissance of sorts, using tactics that many of the new breed of small, digitally native brands are employing.
If you haven’t been paying attention to Moon Pie’s social media, get thee to Twitter post-haste, because it’s hilarious. Their snarky posts, wherein they troll not only their haters but also their competitors, have us LOLing at our desks at least once a week. And apparently, all the shade Moon Pie has been throwing around lately is paying off, because demand for their confections has skyrocketed since their first real foray into Twitter snark back in August. In fact, according to this FastCompany article demand for the product was so high that their factory in Chattanooga ran out of supplies and actually had to shut down.
Since then, the article states that Moon Pie’s sales have gone up 17 percent. That’s from their social media activity alone. The brand has had no new innovation, and has invested no extra dollars in marketing or advertising. This is the new (and oh-so-glorious) world we are living in. The power of social media cannot be overstated, and brands that acknowledge and take advantage of this fact are the brands that win. Well, really we all win because the rest of us get to sit back and watch the Twitter insults fly.