Mars Wrigley Confectionery ran an omnichannel campaign at Walmart this summer reminding shoppers to "Live Summer to the Funnest" amid the COVID-19 pandemic.
Spotlighting its M&M’s, Snickers, Skittles and Twix brands, the confectionery manufacturer deployed a unified theme across digital and P-O-P elements, the latter positioned in various areas of the store. The creative employed a teal color scheme and beach-themed doodles.
On walmart.com, a summertime showcase offered “add to cart” and “learn more" buttons for party-size bags of the candies, including red-white-and-blue seasonal M&M’s and Skittles SKUs. The destination additionally served up “endless ways to cook up the fun” with recipes including “Snickers ice cream fruit skewers” and “M&M’s red, white and blue sprinkle cookies.”
In stores, a half-pallet display spotted near checkout directed shoppers to the showcase while stocking single-serve packages of the aforementioned brands, with some additional sister brands also sneaking into the mix. Mars also outfitted four-ways stocking bags of “minis” — small, individually wrapped versions of the candies — with shelf strips that swapped out the effort’s main call to action with a “just in time for summertime” message.
The activity continued in the frozen department, where a freezer cling in the ice cream aisle urged shoppers to “enjoy ice cream all summer long” while depicting Snickers and M&M’s ice cream SKUs.
The campaign seemed to be a pared down version of last year’s “Sweeten your Summer Fun” effort, when Mars required more of shoppers by asking them to upload receipts showing any Mars confectionery or ice cream purchase between May 18 and Aug. 31 to its walmart.com showcase to unlock recipes and games. The manufacturer also gave Walmart an exclusive, limited-edition “Imposters” Skittles bag in which the candy flavors didn’t match the color of their coating. Shelf trays and shelf strips as well as a side panel and freezer cling supported in stores.
In 2018, Mars had instead taken part in Walmart’s ongoing “American Jobs” campaign.