What is the PEZ Principle and How to Apply it to Your Business?

The PEZ Principle (a term I just made up) is all about making your product irresistible.

Shout out to my wife who pointed this out to me.

She asked, “Did PEZ come out with the candy first and then the dispenser, or were they developed both together?”

Me: “No clue.”

Her: “PEZ candy alone probably wouldn’t have taken off. But pair it with a fun, toy-like dispenser — and suddenly, it’s iconic.”

Me: “You’re right! I wonder if this could apply to other categories as well…” 🤔

Her: “Maybe that’s why there used to be bubble gum in hockey cards.”

So the PEZ Principle is this: a good product may only become great once it’s paired with something else – an application, experience, collectible, a memory, etc.

How might this look?

🍹 Beverage brands could introduce collectible bottle caps or hidden messages inside labels.

☕ Coffee companies may package their coffee beans with a passport-style brew guide, where each region earns its own stamp.

💻 Tech/SaaS may gamify their platform with badges, rewards, or achievement milestones to encourage engagement.

🛎️ Hotels & hospitality may design room keys that share local stories, turning them into memorable keepsakes.

👕 Fashion/Retail may package products in reusable cases that double as stylish accessories.

🍳 Food services may add storytelling or challenges to DIY meal kits to transform cooking into an experience.

The key? Don’t just sell a product — sell the experience, a story, or a reason to come back.

Continue Reading: Lessons I Learned from Going Viral

The History of PEZ

PEZ has a fascinating history that dates back to the 1920s. The candy was actually invented before the iconic dispenser.

The Origins of PEZ

1927: PEZ was created by an Austrian businessman named Eduard Haas III. The original PEZ candies were peppermint-flavored and marketed as a breath mint for adults. The name “PEZ” comes from the German word for peppermint, “Pfefferminz”, taking the first, middle, and last letters: P-E-Z.
PEZ candies were initially sold in tins, similar to Altoids.

The Birth of the Dispenser

1949: The iconic PEZ dispenser was introduced. Known as the “regular” dispenser, it was designed to resemble a cigarette lighter. This was intentional — PEZ was originally marketed as an alternative to smoking. The dispenser’s sleek design was meant to fit neatly in a pocket.

The Shift to a Children’s Candy

In the 1950s, PEZ expanded to the U.S., where the mint market was already crowded. To appeal to children, they introduced fruit flavors and began adding character-themed dispensers. The first character dispenser was a Santa Claus in 1955.

PEZ Today

PEZ dispensers have since become pop culture icons, with countless designs featuring cartoon characters, superheroes, movie figures, and more. The collectible aspect has grown into a major hobby, with rare dispensers fetching significant value among collectors.

In short, PEZ started as a peppermint candy in tins, then evolved with the introduction of the dispenser. The shift to fruity flavors and playful designs turned it into the nostalgic candy we know today.