Well, There's Your Problem
When Liquid began working with the PEEPS team, the brand’s website had significant limitations that made it difficult to tell the full story of the brand online.
While PEEPS was creating buzz through new products, influencer activations, and high-profile brand collaborations, many of those efforts lived primarily in retail environments or earned media coverage. The website lacked the flexibility and structure to showcase these initiatives in a way that matched the energy of the brand.
At the same time, key owned channels (particularly email marketing) were underutilized, leaving opportunities to deepen engagement with the brand’s loyal fan base untapped.
With Easter serving as the brand’s biggest moment each year, we had one goal in mind: The current website wasn’t going anywhere. So let’s identify ways to build a stronger digital hub that could celebrate the creativity, partnerships, and seasonal excitement that define the PEEPS brand.
Bringing New Life to Recipes and Crafts
With their playful shapes and vibrant colors, PEEPS have long been a favorite ingredient in holiday treats and family crafts. Liquid reimagined how the brand’s recipes and DIY ideas were presented online, making them easier to discover and more engaging for visitors looking for inspiration during the Easter season.
The refreshed experience introduced a more dynamic approach to showcasing seasonal content, while also highlighting the brand’s PEEPSONALITY influencer series, which brings creators and fans into the world of PEEPS through fun recipes, decorating ideas, and shareable moments.
Putting the Spotlight on Collaborations
Every Easter season, PEEPS partners with unexpected and beloved brands from limited-edition beverage collaborations to playful retail partnerships that capture fans’ attention.
While these collaborations often generated buzz on store shelves and across social media, there had never been a dedicated place for the brand to showcase them within its own digital ecosystem.
Liquid designed and launched a new Partnerships section of the website, giving the PEEPS team a flexible platform to highlight collaborations with brands like Pepsi® and Build-A-Bear Workshop®. The section allowed fans to explore the creative extensions of the brand while reinforcing the cultural reach and playful personality that define PEEPS.
Building the V.I.PEEPS Community With a Refreshed Email Strategy
PEEPS has a passionate and highly engaged fan base, but the brand’s email channel had yet to be fully activated.
Liquid developed a structured email strategy designed to turn subscribers into “V.I.Peeps”—fans who receive timely updates on product launches, partnership announcements, and seasonal content.
Through a refreshed approach to email, the brand gained a direct line of communication with its audience. Subscribers could now stay connected to everything happening around PEEPS each holiday season—from new product releases to featured recipes and brand collaborations.
The result was a revitalized channel that helped strengthen the relationship between the brand and its most enthusiastic fans.
