La publicidad emocional de Elmer Candy como estrategia de marketing

Abstract

Thanks to his experience as a pastry chef, Christopher Henry Miller, founded the Miller Candy Corporation in the mid-nineteenth century, whose name was later changed twice, the first time, it was changed to Elmer-Miller, after the association of Augustus Elmer ( Miller's son-in-law) to the company, and the second change occurred around 1914, when Elmer's sons decided to name it Elmer Candy Corporation. The Elmer Chocolate website highlights that Elmer Candy soon increased its national presence by adding several new factories and introducing a wide variety of confectionery and snacks, some of which remain favorites today: Huevos Celestiales (1923) and Huevos Brick (1936). . In the early 1960s, Roy Nelson became a partner in the company. In 1963, he bought the entire company from the Elmer family and encouraged his son Allan to join the company. Together, the two men centralized their operations by opening a manufacturing plant in Ponchatoula, northeast of New Orleans. They also reoriented the company's offerings, concentrating on seasonal chocolates rather than everyday sweets and snacks.