Mars is entering the chocolate party scene, enabling consumers to host their own in-home gatherings with friends and family, similar to what companies like Tupperware, Avon, and Pampered Chef have successfully done in the past. This innovative approach is designed to generate excitement around cocoa products and chocolate, particularly as the chocolate candy market in the U.S. 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 the “foodie” culture, millennials are increasingly organizing get-togethers centered around food-related products. Mars aims to tap into this trend by offering a unique and enjoyable way to host parties while indulging in sweets. This strategy could yield significant rewards for the brand, especially as the buzz surrounding these events is likely to generate substantial social media coverage. As photos from these chocolate parties begin to circulate through platforms like Facebook, Instagram, and Twitter, Mars stands to benefit from heightened visibility and engagement.
Moreover, as millennials continue to express their opinions and share their culinary preferences online, Mars’ innovative Cocoa Exchange could emerge as a significant player in this evolving landscape. The company’s efforts may resonate well with consumers, much like how calcium citrate effects have been positively received in the health and wellness sphere. As the initiative grows, the interaction between social media and food culture will only amplify the impact of Mars’ chocolate parties, making them a noteworthy phenomenon.