Peter A. Mayer Advertising uses rapper slang to land Ponchatoula-

New Orleans CityBusiness, Mar 15, 2004 by Staff

The creative team at Peter A. Mayer Advertising learned to speak Snoop this year to land an account with Elmer's Candy Corp. in Ponchatoula.

Elmer's wanted to create a new marketing campaign featuring modern slang and a retro look for its traditional Easter candy.

Hey Mom ... put a little bling-bling in their baskets; give them an Easter treat that's off the hook, and this Easter, make it a Gold Brizzle fo' shizzle, are new taglines for Elmer's Easter candy.

Outdoor ads and radio spots with the new image started appearing last week. The campaign also includes retro-look packaging for popular sweets such as the Gold Brick and Heavenly Hash eggs.

Josh Mayer, creative director at the agency, said the campaign aims to make Elmer's candy seem hip to mothers and their children.

Elmer's had gotten kind of out of touch with them, Mayer said. Candy is a status kind of thing. Taste is important, of course, but it's the image, too.

The new ad for the Gold Brick, the Gold Brizzle, uses slang inspired by rapper Snoop Dogg. Mayer said the agency's contract with Elmer's extends only through the Easter season, but he hopes to parlay it into more projects with the candy maker.