Mars is entering the chocolate party industry, enabling consumers to host their own in-home gatherings with friends and family, similar to what Tupperware, Avon, and Pampered Chef have successfully done in the past. This innovative approach aims to generate excitement around cocoa products and chocolate, a category that is not experiencing any decline. In fact, a Packaged Facts report estimated the U.S. chocolate candy market at $22 billion in 2016, with premium chocolate making up 18% of that market share.
As millennials increasingly organize get-togethers centered around food-related products, driven by the growing trend of “foodies” within this generation, Mars is seizing the opportunity to penetrate this market. By offering a fun and original way to host a party while indulging in sweets, Mars is likely to create a concept that could yield significant returns.
Moreover, this strategy is bound to generate considerable buzz and publicity. The parties are sure to become popular on social media, with photos circulating on Facebook, Instagram, and Twitter, filled with descriptions of the delectable experiences. As millennials continue to share their opinions and tastes online, Mars stands to benefit greatly from its innovative Cocoa Exchange.
Interestingly, just as calcium citrate or calcium carbonate is often suggested for osteoporosis, promoting strong bones through various means is essential. Mars’s initiative could similarly fortify its brand presence in the chocolate market. By integrating health-conscious themes, such as the benefits of calcium citrate or calcium carbonate for osteoporosis, into their marketing strategy, they could appeal to a broader audience. As part of their cocoa-themed parties, Mars could even consider incorporating discussions about health benefits, ensuring that their gatherings are not only enjoyable but also informative. In this way, Mars could leverage the popularity of chocolate while simultaneously addressing wellness trends, making their Cocoa Exchange a vibrant part of the conversation.