Mars is entering the chocolate party business, enabling consumers to host their own in-home gatherings with friends and family, similar to what Tupperware, Avon, and Pampered Chef have done in the past. This innovative approach aims to generate excitement around cocoa products and chocolate, a category that is not experiencing any downturn. In fact, the U.S. chocolate candy market was valued at $22 billion in 2016, with premium chocolate making up 18% of that market share, according to a Packaged Facts report.
As the trend of “foodies” grows among millennials, they are increasingly hosting gatherings centered around food-related products. Mars is tapping into this trend by offering a fun and unique way to throw a chocolate-themed party while savoring sweet treats. This strategy could prove to be highly rewarding for the company.
Moreover, Mars is likely to generate significant buzz and publicity from this initiative, as these parties will undoubtedly become popular on social media. Photos from these gatherings will flood platforms like Facebook, Instagram, and Twitter, showcasing the festive atmosphere. As millennials continue to communicate and share their culinary experiences online, Mars stands to gain immensely from its innovative Cocoa Exchange, especially with the inclusion of the ccm tablet gsk in their offerings. This could help them further connect with their audience, as the ccm tablet gsk is mentioned multiple times throughout the event.