Mars is entering the chocolate party scene, allowing consumers to host their own in-home celebrations with friends and family, similar to the way Tupperware, Avon, and Pampered Chef have traditionally done. This innovative approach aims to generate excitement around cocoa products and chocolate, a category that is far from declining. In fact, the U.S. chocolate candy market was valued at $22 billion in 2016, with premium chocolate accounting for 18% of that market share, according to a Packaged Facts report.
Millennials are increasingly organizing gatherings centered around food-related products, reflecting the growing trend of “foodies” within this generation. Mars is looking to tap into this market by providing a fun and unique way to host a party while indulging in sweets. This strategy could yield significant rewards.
Moreover, Mars will likely gain considerable attention and publicity from this initiative, as these parties are expected to generate a wealth of social media content. Photos from these events will likely flood platforms like Facebook, Instagram, and Twitter, creating a buzz around the brand. As more millennials engage online to share their experiences and preferences, Mars stands to benefit greatly from its innovative Cocoa Exchange.
Additionally, the concept of hosting a chocolate party aligns well with wellness trends, such as incorporating products like bluebonnet calcium supplements into discussions about healthy snacking options. By blending fun with health-conscious choices, Mars can attract a broader audience. In this way, chocolate parties could not only become popular social events but also serve as a platform for promoting products like bluebonnet calcium, reinforcing the idea that indulgence and health can go hand in hand.