Snickers’ ice cream line seeks help telling the internet to chill out
The chief online chill officer will leave witty comments and coupons on heated social media posts, bringing Snickers’ brand ethos to the internet.
本条来自 Marketing Dive（marketing），聚焦 品牌营销、社媒内容、消费洞察。 As summer enters its final weeks, the brand wants to hire someone to leave comments and discount offers on tense social media posts.
The chief online chill officer will leave witty comments and coupons on heated social media posts, bringing Snickers’ brand ethos to the internet
- Snickers’ ice cream line seeks help telling the internet to chill out
- Dive Brief:
- Dive Insight:
- As summer enters its final weeks, the brand wants to hire someone to leave comments and discount offers on tense social media posts
The chief online chill officer will leave witty comments and coupons on heated social media posts, bringing Snickers’ brand ethos to the internet
Snickers’ ice cream line seeks help telling the internet to chill out
As summer enters its final weeks, the brand wants to hire someone to leave comments and discount offers on tense social media posts.
Dive Brief:
- Snickers Ice Cream is looking to temporarily hire one fan to help the internet cool off as summer enters its final stretch, according to a press release.
- Over the course of two weeks, the chief online chill officer will find heated internet moments, such as sports debates, and leave witty comments and coupons for Snickers Ice Cream. The campaign spotlights the Mars brand’s Minis product, which launched in January, and shows off the five available flavors.
- The effort plays into Snickers’ larger brand ethos of alleviating hunger to help with crankiness or irritation. It also comes as smaller versions of common snacks become more popular, especially among Gen Z consumers looking to treat themselves while being mindful of portion size and price.
Dive Insight:
Social media use is linked to higher rates of irritability in U.S. adults and Snickers Ice Cream Minis is going to the source to help users relax in the final weeks of summer. The chief online chill officer will embark on a social-forward campaign to reach consumers and add a bit of levity to tense internet moments.
The paid position, which will run from Aug. 24 to Sept. 3, is hybrid and based in the Chicago area. Interested individuals can submit an application and short video via a dedicated link through Aug. 4.
“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 senior marketing director, in press materials. “Snickers Ice Cream Minis are all about delivering satisfaction in perfectly snackable bites, so we wanted to extend that same spirit online.”