Snickers’ ice cream line seeks help telling the internet to chill out

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.”

The popularity of smaller and bite-sized versions of treats is part of a larger trend known colloquially as the “little treat” economy. Consumers, especially millennials and Gen Z, are spending more money on small, comparatively inexpensive items such as fancy coffee or ice cream as larger purchases, such as houses, become more out-of-reach.

Snickers has taken other steps to promote its ice cream products over the last few months. In June, the brand recruited a group of people all sharing the name Reese to try its new peanut butter offerings, including chocolate squares and ice cream bars, as a dig at rival candy Reese’s. In April, Snickers launched a campaign around Snickers Peanut Butter and Snickers Peanut Butter Ice Cream that built on the long-running “You’re Not You When You’re Hungry” platform.