Company Website

https://chn.mars.com/

Company Introduction

Mars is the world’s leading manufacturer of chocolate, chewing gum, mints and fruity confections. Today, our iconic products like M&M’S®, SNICKERS®, ORBIT®, EXTRA®, Skittles® and KIND® are enjoyed in more than 180 countries.We’re not just committed to our consumers, we’re focused on positively impacting the planet and the population.

Product concept, highlights and added value

1.Strong Product Performance
Multiple rounds of product development have achieved a perfect balance and release of Maotai sauce fragrance and the rich cocoa flavor of classic Ferrero Rocher chocolates. The addition of 2% Maotai liquor in each soft-centered chocolate has gained consumer recognition for its taste, winning consumer word-of-mouth. The eye-catching chocolates and packaging design meet consumers' demand for premium and high-end chocolate gifts, leading to a frenzy of consumer sharing photos.

2.Product Diversity
Meeting diverse consumer needs, including individual consumption, sharing, and complete coverage of gifting occasions. The exquisite and minimalist packaging also caters to festive and daily requirements. Differentiated channel strategies satisfy consumers' shopping needs in various scenarios.

3. Right Launch Time
Officially announcing the product before the Mid-Autumn Festival has sparked higher consumer enthusiasm for purchasing, riding on consumer festival mindset.

Product Images

Please briefly describe how your product communicates with consumers

Differentiated Launch and Communication Strategy, Simultaneous Official Announcement by Both Brands, Igniting Anticipation Across the Internet, Creating Huge Popularity for the Product
a) Strategy: Tailored communication pace based on the characteristics of the co-branded product. Both parties collaborated on multiple platforms, delivering high-frequency content on an hourly basis. At the same time, social media channels were utilized for amplification, gradually building up the hype.
b) Results:
-Official announcement topped Weibo's hot search list for over 9 hours.
-Total duration of being a hot search reached 29 hours, with over 1.5 billion total views.
-100+ media outlets published articles, generating 900+ high-quality discussion threads.

Celebrity-Endorsed Promotions, Strong Social Interaction Mechanism, Triggering Social Frenzy Among Young People
a) Strategy: Celebrities such as Zhou Dongyu, Li Ruxi, and Zhang Li posted on Weibo as the first batch of seed users, endorsing and promoting the product. By anticipating content direction, laying out preparations in advance, and embedding a large number of trending and viral materials, netizens were encouraged to participate and generate more content through viral propagation. The commercial topic page was combined with Weibo tools to stimulate consumer-brand interaction and generate high-quality user-generated content (UCG).
b) Results:
-112 trending topics across the entire internet.
-Nearly 3 million self-generated interactions.
-71% of interactions came from individuals below the age of 35.

Strong Exposure with Quantity and Quality
a) Strategy: High-quality markets (first-tier cities nationwide and Guizhou), and prime locations (commercial districts, high-speed railway stations, airports, bus stations, etc.) for offline large-screen exposure, attracting attention. Through platforms like Youku, Tencent Video, and Weibo's information stream, precise targeting and conversion were carried out for the core young audience.
b) Results: 91.5 million exposures.

Product Images

Ingredients List Photograph

Launch Date

2023-9

Target Consumer

The target consuemrs of Maoxiaoling liquor chocolate are young people who like new things, the urban beauty who savouring better life, the high to medium income group with the need of gift-giving

Weight/Volume per Pack

120g

Price per Item

169元/盒

Storage requirements

常温储存（Normal Temperature Preservation）

Marketing Area

National

Distribution Channels

电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 其他销售渠道 茅台渠道

Market Performance

The product has attracted strong consumer attention and interest since its initial launch. The first batch of product was sold out on the launch day. During the Spring Festival in the Year of the Dragon, the product which aligns with consumers' mindset for traditional New Year goods and gifting, dominated the popular list of Tmall gift box chocolates for over a week. It continues to be a preferred high-end chocolate gift box for consumers, whether for gifting or personal enjoyment.