At a Glance

  • According to a press release, Snickers Ice Cream plans to temporarily hire a fan to help the internet "cool down" as summer comes to an end.
  • During the two-week tenure, the "Chief Online Chill Officer" will seek out internet hot spots such as sports debates and leave witty comments and Snickers Ice Cream coupons. The campaign focuses on the Minis product launched by the Mars brand in January and showcases five flavors.
  • This move aligns with Snickers' long-standing brand philosophy of alleviating hunger to improve grumpiness or irritability. At the same time, as smaller-packaged common snacks grow increasingly popular, especially among Gen Z consumers who focus on portion size and price, this strategy follows the trend.

Deep Dive

Social media use is associated with higher rates of irritability among American adults, and Snickers Ice Cream Minis is tackling the issue at its source, helping users relax during the final weeks of summer. The "Chief Online Chill Officer" will run a social-first campaign to reach consumers, adding a touch of levity to tense internet moments.

The paid position is hybrid, based in the Chicago area, with the term running from August 24 to September 3. Interested individuals can submit an application and short video via a dedicated link by August 4.

"If you've spent more than five minutes on social media recently, you've probably realized the internet is anything but chill," said Chanel Gant, senior marketing director at Mars Ice Cream, in press materials. "Snickers Ice Cream Minis are designed to deliver satisfaction in the perfect bite-size portion, so we wanted to extend that same spirit online."

The popularity of small or bite-sized snacks is part of a broader trend known as the "little treat economy." Consumers, especially millennials and Gen Z, are spending more on small, relatively affordable items like specialty coffee or ice cream, while big-ticket purchases such as buying a home become increasingly out of reach.

Over the past few months, Snickers has taken other steps to promote its ice cream products. In June, the brand recruited a group of people named "Reese" to try its new peanut butter products, including chocolate squares and ice cream bars, as a playful jab at competitor candy brand Reese's. In April, Snickers launched a campaign around Snickers Peanut Butter and Snickers Peanut Butter Ice Cream, continuing its long-running "You're Not You When You're Hungry" platform.