Spoiler alert: If Easter just happens to fall on April Fools' Day – and the local manufacturer of one of the nation's most iconic Easter candies announces it's hired a fiction character as its new “creative director” – it might be a prank.
Bethlehem-based Just Born Inc., which is celebrating its 65th anniversary, has partnered with Energizer in a social media promotion set up for Easter weekend in which it announces the hiring of the Energizer Bunny to lead it in a new creative direction.
In the promotion, the famed pink, drum-beating Energizer Bunny is tapped as a celebrity creative director to give a fresh perspective to this year’s line of Peeps.
Of course, Peeps aren’t just chicks, they also come in bunny shapes – as well as numerous others on various holidays.
So, how could Mr. E. Bunny resist? He gets all of his doppelganger pink marshmallow bunny peeps to take on his signature look, slick black sunglasses.
Sounds adorable, right?
But, don’t rush out to the store to buy the little shade-wearing peeps. It’s all a joke.
“2018 marks the first time since 1956 that Easter has fallen on April 1, so we knew Peeps had to get in on the fun,” Caitlin Servian, Peeps brand manager, told Lehigh Valley Business. “We thought, why not bring two of the most iconic pink bunnies together for the ultimate April Fools’ joke?”
So, they aren’t actually selling the crossover bunny peeps.
It’s a shame. They would have been a good seller.
After 65 years, it must be tough to come up with new and innovative Peeps designs to spur sales, though they never seem to fail.
While Energizer Bunny Peeps may not be hitting the market this Easter, Just Born has plenty of new and unusual Peeps to complement its traditional line of sugar-coated marshmallow chicks and bunnies.
Last year, it created a “Filled Delights” Peep, with injected flavors. This year, it debuted a new version, Neapolitan, which is a strawberry flavored marshmallow chick, filled with a ribbon of chocolate and dipped in white fudge.
The Pancake & Syrup flavor also is new, while Just Born also introduced three mystery flavors.
In total, there are eight new Peeps flavors this year.
You might have to do a little driving to try all of the new Peep products. The Neapolitan Peep is being sold exclusively at Target. The Pancake & Syrup flavor is only available at stores in the Kroger family, and you can only buy the mystery-flavored Peeps at Walmart.