- Snickers Ice Cream is promoting its ice cream minis product with a new national campaign which is centered around the brand’s first-ever chief online chill officer.
- The brand is seeking applicants for the paid, two-week experience that is designed to help spread chill vibes online. Consumers can at SNICKERS.com/ChiefOnlineChillOfficer with a short video explaining why they’re the perfect person to help cool down the internet. Applications are open July 29-August 4th.
- The candidate will identify the internet’s least chill moments and respond with witty comments and offer coupons for free Snickers ice cream.
The Mars brand is looking to show up around trending social media conversations with a playful new take.
By creating this new role, Snickers can bring its humorous brand voice and messaging – that its ice cream can help people chill out – during the busy summer ice cream season. Ice cream soared to a 69.2-million-gallon volume ahead of the 4th of July holiday, per Dairy Products Report and heat waves are driving up sales.
The Chief Online Chill Officer is encouraged to participate in conversations from sports debates to dramatic story-time rants with the messages to chill out and eat ice cream.
“If you’ve spent more than five minutes on social media lately, you’ve probably realized the internet has absolutely no chill,” said Chanel Gant, Mars Ice Cream’s senior marketing director, in a statement shared with Brand Innovators. “Snickers Ice Cream Minis are all about delivering satisfaction in perfectly snackable bites, so we wanted to extend that same spirit online. We’re looking for someone that is quick with a comeback, comfortable on camera and ready to show that they have what it takes to help people chill this summer with Snickers Ice Cream Minis to bring fun to any situation.”
