How Mars' Candy Brands Have Engaged Consumers on Social During the Pandemic

To keep consumers engaged during quarantine and the company’s candy brands top on mind, Mars has entertained consumers on social media with creative contests and fun activities to take part in within the confines of their own homes. Event Marketer spoke with Mars’ head of social media, Mike Italia, about how the company has ramped up social media during the pandemic. Following are examples of how its candy brands are communicating with consumers.

With humor…

Lightening the mood is a strategy used by Skittles and M&M’s to help families pass the time while social distancing. The brands push activities like baking, arts and crafts and science experiments, which add a bit of humor to everyday life. They’ve also acted on requests for virtual backgrounds inspired by pop culture moments, including one featuring a Skittles “Exotic ‘Wild Berry’ Joe.

With calls-to-action…

Mars’ in-house creative team whips up content surrounding recipe ideas, art challenges and science experiments (like dissolving Skittles in water) and conjures up contests on TikTok, such as a gum wrapper challenge from Extra gum.

With direct communication…

Interaction with consumers is key. For instance, the Skittles brand responds to fans on Twitter threads and even private DMs which encourages conversations and sharing within their networks. And Twitter Q&As, particularly during the pandemic, have been successful for the candy brands since consumers are at home during the evenings far more than previously.

For more strategy from Mars’ head of social media, read on in Event Marketer.