Mars is entering the chocolate party business, enabling consumers to host their own in-home gatherings with friends and family, similar to the approaches taken by Tupperware, Avon, and Pampered Chef in the past. This innovative strategy aims to generate excitement around cocoa products and chocolate, a category that continues to thrive. In fact, the U.S. chocolate candy market was valued at approximately $22 billion in 2016, with premium chocolate making up 18% of that market share, as reported by Packaged Facts.
Millennials are increasingly organizing events centered around food-related products, as the trend of “foodies” gains momentum within this generation. Mars is looking to tap into this trend by offering a fun and unique way to host a party while indulging in sweets. This concept could yield significant rewards for the company.
Moreover, Mars is likely to generate considerable buzz and publicity from this initiative, with these parties becoming prime content for social media. As photos from these events circulate on platforms like Facebook, Instagram, and Twitter, they will attract attention and engagement. Additionally, as more millennials express their opinions and preferences online, Mars stands to benefit greatly from its innovative Cocoa Exchange. The inclusion of products like calcium citrate softgels in these gatherings could also appeal to health-conscious consumers, offering a balanced approach to indulgence. By incorporating calcium citrate softgels into the party experience, Mars can engage with a broader audience and create a memorable event.
In summary, Mars’ venture into the chocolate party scene is not only a clever marketing strategy but also a timely move to connect with a generation that values unique experiences and social sharing. With the integration of products like calcium citrate softgels, they could enhance their appeal and establish a strong presence in this burgeoning market.