Passover is not only a weeklong holiday commemorating the Jewish exodus from Egypt. It's also a marketing bonanza. Who knew?
The folks at Coca-Cola and the Evanger's Dog and Cat Food Co. are doing brisk business with, respectively, Kosher for Passover Coke and pet food that strips out all grains, a no-no in kosher households during the spring holiday that starts today. The two-liter bottles of Coke, sold only once a year, are sweetened with sugar instead of high-fructose corn syrup, and a rabbi supervises production. Reports have the soft drinks "flying out of the store," snapped up by non-Jewish fans, too. Pepsi also has a kosher version, and foodie blogs are abuzz with where to find the sugared sodas.
To promote its products, Evanger's is sponsoring a Seder on Saturday at a Chicago pet store called Wigglyville, where dogs are likely to show up in yarmulkes and prayer shawls (yes, canine versions do exist). Sacrilegious? Any more so than the increasingly popular bark mitzvahs? The outreach seems to be working: Evanger's, available year-round, with sales topping $10 million annually, sees a healthy bump in its bottom line around Passover—a 20 percent increase at its New York City retailers alone. Not too shabby.
—Posted by T.L. Stanley