In a world of one-off product campaigns and here-today-gone-tomorrow promotions, it’s a nice surprise when a product promotion becomes a regular order on which you can rely.
Last summer, Van Holten’s, a Waterloo, Wisconsin-based pickle manufacturer whose pickles in a pouch are sold around the nation, was approached about developing a dill pickle-flavored lip balm. The company jumped at the offer and began handing out Big Papa Dill Pickle Lip Balms at tradeshows to help make people aware of the company and its products.
The product was such a hit with Van Holten’s customers that it decided to add the lip balm to its product line and sell it in stores. “It kind of evokes the same feeling as our pickles-in-a-pouch,” says Steve Byrnes, president of Van Holten’s. “It’s fun, it’s quirky and we got the same reaction from the lip balm, so we thought it was the perfect extension.”
Does dill-pickle flavored lip balm sound strange to you? “That’s the appeal,” Byrnes says. “It gets a reaction. It’s a novelty. It’s fun, and people who really like pickles are using it. And it’s a really good lip balm.”
Tamma Underwood
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