Who knew tech and candy could be such a sweet combination? At AfroTech 2025, Mars Snacking, the powerhouse behind beloved treats like M&M’S, SKITTLES, EXTRA GUM, and SNICKERS, proved that innovation is brewing in the world of confections. They demonstrated how they’re moving beyond traditional marketing to connect with today’s consumers.
Marketing to the Modern Consumer
Gabrielle Wesley, the CMO of Mars North America, shared some fascinating insights on the Blavity Stage about reaching new audiences, particularly Gen Z and Gen Alpha. She highlighted a key shift: “They don’t necessarily trust brands, they trust people.” This means influencer and creator culture is paramount, as these generations grew up trusting recommendations from people they know, rather than traditional brand jingles.
Understanding these evolving shopping habits is crucial. Mars Snacking is focusing on building genuine connections by leveraging the trust that creators have built with their followers. It’s all about authenticity in today’s market.
Immersive Experiences and VR
Attendees at AfroTech weren’t just listening; they were experiencing the brands firsthand! There were vibrant displays where visitors could interact with the Skittles rainbow, step into an immersive photo experience with Extra Gum, discover their spirit M&M’S character, and even express their “hangry” feelings at the Snickers booth.
But Mars Snacking also delved deep into the tech. In a session titled “From Clicks to Candy: Using VR to Redefine UX,” executives showcased how integrating Virtual Reality (VR) helps them understand shopper behavior and create better connections to their products. This tech-forward approach is vital for understanding consumers whose relationship with brands changes significantly with each generation.
Exploring Career Opportunities
Beyond the treats and tech, AfroTech also offered a glimpse into career possibilities with Mars. With over 150,000 employees globally and a strong commitment to equal opportunity, the company presented itself as an attractive place to work. Visiting the Mars activation was, as the article puts it, “sweet indeed.”
Whether it’s about earning consumer trust, navigating the challenges of e-commerce, or exploring cutting-edge technology, Mars Snacking and AfroTech 25 certainly explored a delicious range of possibilities together.
What do you think about brands using VR and influencer marketing? Share your thoughts on this evolving landscape in the comments below!
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