Junior Mints Brand Extends to Add Junior Mints Deluxe

Premium chocolates were all the rage for awhile. Godiva, Ghirardelli, even Dove grabbed some market share in recent years as the more affordable deluxe chocolate. Now, Tootsie Roll Industries wants to get some of that action and is rolling out Deluxe Junior Mints.

The pricier, fancy Junior Mints are bigger than the movie theater standby, and they’re covered in dark chocolate – which apparently, is immediately supposed to invoke feelings of quality and an acceptance of a higher pricetag in consumers’ minds. Just in case the dark chocolate doesn’t do the trick, the new Deluxe Junior Mints will also be etched on top with “JM”, I’d imagine in a highly stylized typeface.

I’m not saying the Deluxe Junior Mints product doesn’t have a chance at success, but is the attempt too late? Just when consumers are looking to save money, Deluxe Junior Mints hit the market. Will people pay $3.99 for 12 oz. of Deluxe Junior Mints? What do you think?

Susan Gunelius

Susan Gunelius is President & CEO of KeySplash Creative, Inc. and Founder & Editor in Chief of an award-winning blog, WomenOnBusiness.com. She is a 25-year veteran of the marketing field and has authored 10 books about marketing, branding, and social media, including the highly popular 30-Minute Social Media Marketing, Content Marketing for Dummies, Blogging All-in-One for Dummies and Kick-ass Copywriting in 10 Easy Steps. Susan’s marketing-related content can be found on Entrepreneur.com, Forbes.com, MSNBC.com, BusinessWeek.com, and more. Susan is President & CEO of KeySplash Creative, Inc., a marketing communications company. She has worked in corporate marketing roles and through client relationships with AT&T, HSBC, Citibank, Intuit, The New York Times, Cox Communications, and many more large and small companies around the world. Susan also speaks about marketing, branding and social media at events around the world and is frequently interviewed by television, online, radio, and print media organizations about these topics. She holds an MBA in Management and Strategy and a Bachelor of Science degree in Marketing.

Comments

Scott says

November 25, 2008 at 10:55 am

I love Junior Mints and have always been a big fan of the jumbo movie size package, but I won’t be swayed by the upscale extension. I don’t want the dark chocolate, am not concerned about the antioxidant benefit of dark chocolate and don’t care if I can read “JM” etched into the surface using my tongue.

If they offered Junior Mints in a convenient portable tin and the mints wouldn’t melt when carried in the pocket, then you might have my attention…