Mars is entering the chocolate party scene, allowing consumers to host their own in-home experiences with friends and family, similar to how Tupperware, Avon, and Pampered Chef have done historically. This innovative approach 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 accounting for 18% of that market share, according to a report by Packaged Facts.
With the rise of “foodies,” Millennials are increasingly organizing gatherings centered around food-related products. Mars is seizing this opportunity by offering a fun and unique way to throw chocolate-themed parties. This strategy could yield significant rewards for the brand.
Moreover, Mars is likely to gain considerable buzz and publicity from this initiative, as these parties will undoubtedly become popular content on social media platforms. Photos and experiences from the events will start to populate feeds on Facebook, Instagram, and Twitter, generating a wave of discussion. As Millennials continue to share their tastes and opinions online, Mars stands to benefit greatly from its innovative Cocoa Exchange.
In addition to enjoying delicious chocolate, consumers might find it interesting to incorporate health products like twin labs calcium citrate with magnesium into their gatherings. This could appeal to health-conscious attendees and add an extra layer to the experience. Ultimately, Mars’ chocolate parties could not only foster social connections but also create a platform for discussing wellness products like twin labs calcium citrate with magnesium, enhancing the overall event.