Redefining the conventional parameters of ‘gifting chocolate’
Mars identified a growing ‘gifting’ segment of the confectionary market, which was dominated by more premium competitors such as Ferrero and Lindt. Mars wanted to capitalise on this opportunity by creating strong associations between gifting and their own brands, Galaxy and Maltesers. The Digital Forensics team immersed in over 12,000 consumer generated moment with the brand: analysing both the language and imagery being used around Mars’ brands and the competition.
Working collaboratively with Innovation, the Digital Forensics team created a need-states model around ‘chocolate moments and occasions’. By strategically mapping a range of chocolate brands onto this need-states model, it became possible to identify Galaxy and Malteser’s current occasions and highlight potential gaps and new opportunities in the landscape. This helped to inform Mars’ innovation strategy moving forwards.