Don't Take the Brown Jelly Bean

Brandweek,  Feb 21, 2000  by Becky Ebenkamp

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Last month, Details magazine relayed how hallucinogen-injected Gummi Bears were the "hot" new drug craze. Now, the world can achieve enlightenment through Karma Beans, a "mystical" gourmet treat from OddzOn, a Hasbro division best known for the Koosh ball.

Of course, Karma Beans (produced in a factory that makes peanuts, packaging avers) don't give munchers more than a sugar high, even though the psychedelic-celestial packaging may suggest a Haight-Ashbury vibe. Marketers aim to tap into the same spirituality and hippie trends that have led thousands of Gen Y constituents to seek a higher level of consciousness through mehendi or raggedy embroidered bellbottoms.

The Jelly Belly-branded beans are sold in single flavors with Zenful, esoteric names such as Dream, Love and Peace, which translate, respectively, to the more tangible Sour Apple, Cotton Candy and Sour Grape.

The beans come bundled with matching fashion pouches and stone (not stoned) holders, to evoke the colorful, spiritual stones that ancient mystics believed could set moods and bring karmic powers to one's life. The groovy Beans are aimed at tweens, just like those everpresent anti-drug PSAs.

Program: Karma Beans

Marketer: OddzOn's Cap Candy, Napa, Calif.

Agencies: In-house

Key Players: Tom Prichard, general manager, Nancy Goldblum, dir-marketing; Steve Menow dir-preliminary design

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