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September 18, 2015
Pumpkin-Scented Branding Everywhere
We have heard that people count down the days until Starbucks brings out the pumpkin spice lattes. It wasn’t a big draw for us until our daughter tried them. Now that is her new favorite drink and the clock is ticking...it won’t be here long, so she wants to go often. Seasonal flavors and scents are a great way to increase a brand’s sales and awareness. Have you heard of the latest pumpkin-scented brands?

Tampax is introducing pumpkin spice–scented tampons, and Durex is introducing pumpkin-scented condoms. The pictures and comments were being spread on Facebook. After the hoopla at Starbucks, it is common for other marketers to jump on successful bandwagons and try to capture sales with the trend. But this is only a marketing parody. It is not real!

There are some of us who have trouble distinguishing fact from fiction. Some people don’t even bother trying to determine the facts. This makes it hard for marketers who are trying to provide good information about their brands. Marketers now have to contend with parodies and marketing that detract from their message.

Hopefully the pumpkin parody won’t hurt those brands. Hopefully it instead gives them a little extra free publicity. Hopefully they can follow it up with a little positive humor of their own while they strengthen their true branding message.

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Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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