Jell-O Fits the Marketing Mold

If you’re still lamenting the loss of The Office on Netflix, you’re in luck. In honor of the anniversary of the show and April Fools’ Day, Jell-O brand is bringing one of the most iconic Jim-Dwight pranks to consumer homes this year.

Fans will remember when jokester Jim places Dwight’s beloved stapler into a mound of yellow Jell-O in the very first episode of The Office almost sixteen years ago. Now, Jell-O is offering up to 100 kits that include a clever  stapler-shaped mold, one box of black cherry Jell-O gelatin for the stapler, and four boxes of lemon Jell-O to surround it, just like in the show. Winners of the kit will also receive $60, which the brand not-so-subtly suggests can cover the cost of an unnamed premium subscription service of their favorite office-setting show—obviously The Office, which is now streaming on Peacock.

The campaign hones in not only on feelings of nostalgia consumers may associate with the TV show, but also feelings of nostalgia associated with pre-pandemic office life in general. Playing a prank on a family member of quarantine friend may prove just as satisfying as doing so on an office mate. Matching consumer trends and adjusting campaign messaging to fit the times are equally important given the circumstances of the pandemic according to Gartner’s Digital IQ Index: Food & Beverages. Jell-O pulls off both by feeding into the nostalgia trend and bringing the promotion directly to consumers, who may not be getting out much as a result of the crisis.

Jell-O is the latest in a line of brands betting on beloved characters from The Office to engage and entice audiences. Earlier this month, Joann cherry-picked Phyllis Vance to spotlight its spring campaign while Bush’s Beans brought on Briam Baumgartner, also known as Kevin, to recreate the character’s unforgettable chili spill from the show. While Jell-O’s prank may not break the current marketing mold , it could rustle up some brand recognition and break up the long hours consumers currently face during the pandemic.