Convenience Store News

NOV 2016

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66 Convenience Store News | NOVEMBER 2016 | WWW.CSNEWS.COM Chocolate + Non-Chocolate + Gum + Salty Snacks CANDY & SNACKS promotions include the 2017 Super Bowl, for which Wrigley and Mars will introduce their second joint- selling program, the "Candy Bowl"; a NASCAR spon- sorship built around the "Celebrate Race Day with M" campaign; and a team-up between the Snickers brand and National Football League. Along the same lines, fellow c-store candy supplier The Hershey Co. made a move toward the emotional earlier in 2016 when it unified its entire portfolio of products under a single campaign that taps into the emotional connection consumers have with the overall Hershey's brand. The "Hello Hershey" campaign is founded on the idea that happiness is a choice and Hershey's products can facilitate sweet, intimate and personal moments of happiness. The first ad in the campaign, "My Dad," depicted a father and daughter who were brought together by the little girl's favorite treat of chocolate milk and s'mores. C andy is one of the categories most associated with convenience stores for obvious reasons — its highly impulsive nature makes it a great fit for individuals who are making a quick stop at a c-store, and its portability makes it easy to consume while on the road. Increasingly, candy suppliers are also marketing products by tapping into specific oc- casions, special events and consumer emotions, and likewise c-store retailers can capitalize on this for increased sales. "Usually, our promotions encourage consum- ers to spend time with friends and family. We call these 'key moments,' as people come together to celebrate and share time together," said Larry Lupo, vice president of sales at Mars Chocolate North America for the grocery, convenience and drug channels. Key moments can involve spe- cial dates such as holidays, special occa- sions such as the Super Bowl or other sporting events, block- buster movies, and more. Upcoming key moments Mars Chocolate is incorporat- ing into candy Marketing by Mindset C-stores can boost candy sales by focusing on consumer emotions and special occasions By Angela Hanson

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