Fun size!

2005/11/01 at 08:54

Snickers Fun Size Our office manager usually keeps individually wrapped wintergreen Life Savers in the candy dish on the reception desk. But last week, she put out a Halloween bucket filled with chocolate. As I was eating more of the chocolate than I should have, I realized that they chocolates all had ‘Fun Size’ on the package. This got me thinking about the marketing team at Mars sitting around discussing this new product.
Marketing drone #1: OK, we’ve got this new product: bags of small mixed chocolates. How do we market them? We can’t market them on using our usual parameters: an increase in something–size, flavor, etc.
Marketing drone #2: I know! How about ‘Fun size!’ It’s devoid of any actual meaning, but it conveys excitement for a product that really has nothing going for it except that you can bag them up.