Mars & Disney are Reimagining Halloween During the Pandemic
https://www.travelandleisure.com/travel-news/mars-wrigley-treat-town
A typical Halloween is accompanied by sugar rushes across the country as kids collect candy from friends and neighbors across the US. This time of year is arguably the most important for any candy company, with sales spiking as households prepare for October 31st. But this year will look a bit different thanks to the COVID-19 pandemic. As traditional trick-or-treating and Halloween party plans get thrown out the window, Mars Wrigley is adapting in the hopes of saving some sales.
The world’s largest candy company has introduced new ways that consumers can interact with the brand this season. The first is a new digital trick-or-treating experience, “Treat Town.” In the app, users can participate in many different Halloween-themed activities and interact with other users. The other is sponsorship of five short films in collaboration with Disney that will be available on Disney-owned FX, Freeform, and Hulu. Each of the films has a different Mars-owned candy theme, featuring beloved brands like M&Ms, Skittles, and Twix. By bringing Halloween to people confined to their homes and making the candy company top-of-mind for the whole month of October, these unique branding opportunities will likely save some sales as consumers will continue to crave their sugar.
No comments:
Post a Comment