Jelly Belly & Belly Flops: If You Can't Fix It Feature It
My daughter Hana saw these in a store and texted me a photo, being impressed with Jelly Belly's marketing savvy.
They aren't available very often, but when they are...Jelly Belly fans love to snap up our famous Belly Flops. These special beans taste great, but don't quite meet all of our demanding standards for size, color, shape and flavor.
- From back of bag, as blogged by Sugar Pressure
This is another example of the world's greatest marketing axiom (my favorite anyway): If You Can't Fix It, Feature It!
Four marketing lessons from Belly Flops:
1. Instead of trashing the misshapen jellybeans or hiding the irregularities, they feature the "mistake" and the fun it produces:
You may find one that's round, one that's square, or you may even find a bunch stuck together. On very rare occasions, a flavor may not match a color. A red Belly Flop might taste like Blueberry, or a white one might taste like Chocolate Pudding. Crazy!
2. The product name Belly Flops leverages the well-established Jelly Belly brand name, while simultaneously repurposing a kinda funny label that most people know refers to a not very serious, well, flop. Which is all strongly reinforced by the graphics on the bag.
3. They assure customers of the usual great Jelly Belly taste, and at the same time, reinforce that they have "demanding" aesthetic standards that this product doesn't meet.
4. They make us feel like we're getting a deal - half price, in fact.
Good marketing JB!
