Autumn is just around the corner, and with it comes the return of pumpkin spice. By Rachel Zoch LOVE IT OR HATE IT, pumpkin spice has been a fall favorite since before McCormick introduced the first pumpkin pie spice blend in 1934. But pumpkin spice isn’t just a flavor. “It’s an experience – and an emotional one at that, “ says Charity Gibson, chief marketing officer at Proforma (PPAI 196835, Platinum), the No. 3 distributor in the 2024 PPAI 100. As Bailey Fink wrote for Allrecipes in 2022, “The truth is, we don’t love pumpkin spice because of its taste, but because of its smell – and even more than that, because it’s nostalgic. … Our brain perceives it as a warm, happy memory that we enjoy.” Gibson likewise credits the enduring popularity of pumpkin spice to its multisensory appeal engaging smell, taste and touch. “The best brands use all five senses to create a neurological connection between their brand and the community they serve or desire to serve,” she says. Whether you’re talking about sweet treats spiced with a blend of cinnamon, ginger, nutmeg and cloves or cozy apparel and hard goods in earthy oranges and browns, it’s a must-have theme for the season. “Pumpkin spice-themed promo could really be perfect for anyone with the right products and messaging, either playing into the love or hate the public has for all that pumpkin spice has become,” says Gibson, adding that it offers plenty of opportunities for self promo. “August/September is the perfect time to double down on creating some sweet self-promo with thoughtful messaging,” she says. “Fun sayings on quality products with branded packaging, delivered at just the right time with a gift card to a local coffee shop? Pair that with a handwritten card and a call to action to enter to win 25 branded coffee mugs if the recipient posts their pumpkin spice selfie to Instagram and tags you in it? Big win. Truly, so many ways to get creative.” Here are a few pumpkin spice options for promo with that cozy fall feeling. Sugar & Spice 10 • JULY 2024 • PPAI Essentials | Good Taste
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