Mars Wrigley Confectionery introduced the first ever candy and chocolate inspired pop up shop salon to much fanfare last week. In honor of Valentine’s Day, and a recent study that reported 74% of Americans say a treat is sweeter when shared with a friend, MARS created entire treatments for pairs.
The Space
The store, powered by Storefront, opened to the public on February 13 – 14. The company chose this Times Square location for its character and red floors, to really play up the candy pop up shop concept.
An impressive total of 1,200 people walked through the doors during the two day pop-up, treating themselves to any of the five salon services on the candy-curated menu. “To have that many people for two days was great to see. 1,200 is an incredible number,” states a Mars Wrigley Confectionery spokesperson.
The Strategy
Besides encouraging others to treat one another on Valentine’s Day, Mars Wrigley Confectionery also wanted to show the public how connected all of its brands (M&Ms, Skittles, Snickers, Dove, TWiX, 3 Musketeers, to name a few) were. [Mars] wanted “to show that these individual products and treats were connected and part of one big family,” the spokesperson explains.
To really make this togetherness concept come to life, the brand focused on creative, interesting and modern ways to introduce all of these products to consumers: through treatments such as Altoid-infused mint blowouts and Snickers pedicures so consumers can enjoy the brand in a new light.
The Result
Consumers who loved the experience, treatments and “left feeling a little extra special”. Plus, as the MARS brand concluded, “seeing the depth of their excitement,” made it all a little sweeter (and far worth it).
Your Turn
Inspired to host the next great pop-up event for your brand in Garment District, NY? We’ve got you covered>>
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