Mars Wrigley finds new insights for marketing on big occasions

Mars Wrigley, the confectionery company, has uncovered powerful new insights regarding the role that its products can play during major seasonal events.

Mars Wrigley Confectionery has learned that sweet treats are taking on a different role at major occasions throughout the year – all the way from Easter and Halloween to Chinese New Year.

“Shoppers are seeking alternatives for their celebrations where confectionery used to be the primary player,” said Susan Alfano, senior category manager/seasonal insights for the maker of M&Ms, Snickers and Skittles.

More specifically, many Hispanics and millennials are reshaping the meaning of traditional holidays, adopting new ones, and recasting the role of confectionery. Fully 20% of consumers, for example, build an Easter basket in non-traditional containers, with acculturated Hispanics...

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