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  • Valentine's Day 2018

    The Mars Chocolate 2018 Valentine’s Day portfolio is lush with an array of innovative new items and returning favorites from its iconic brands - M&M’S®, DOVE®, 3 MUSKETEERS®, MILKY WAY®, SNICKERS®, and TWIX® -- offering fun, friendly and romantic options for consumers. Whether they’re seeking colorful candies for decorating and baking or perfectly portioned sizes for exchanges and parties, Mars Chocolate offers delicious and festive items all season long.

    Seasonal Trends

    • 92 percent of Valentine shoppers purchased chocolate candy, and of all candy purchased for Valentine’s Day, 76 percent was chocolate.1
    • 45 percent of consumers give chocolate candy as a main gift, and 28 percent purchase boxes or tins of chocolate for special someones.1
    • Chocolate candy accounted for 91 percent of items purchased for teacher gifts.2
    • 62 percent of those purchasing chocolate candy for Valentine’s buy seasonally wrapped or shaped chocolate.3
    • 58 percent of Valentine’s Day purchases are made in the final week before the holiday.4
    • 35 percent of Valentine’s Day shoppers purchase candy for a candy dish at home.5
    • M&M’S® Brand is the third most-purchased chocolate brand for teacher gifts.2
    • The appeal of shapes continues to grow throughout the chocolate category, with 21 percent of consumers purchasing shapes as an immediate treat.1
    • The Mars Chocolate FUN SIZE® Chocolate Valentine Exchange Bag - 30 Pieces is the #1 exchange item in the category. 6
    • DOVE® PROMISES® Silky Smooth Milk and Dark Chocolate Hearts are among the Top 5 selling items within decorating & sharing.6

    Displays and Graphics

    With each season, Mars Chocolate continues to introduce new items, festive packaging and graphics and more accessible displays. Eye-catching packaging and displays with seasonally relevant graphics and colors improve navigation on-shelf, leading to increased purchase intent. Items with new graphics in 2018 include:

    • M&M’S® Brand Minis Milk Chocolate Candies Mega Tube -- #1 novelty item in the category
    • M&M’S® Brand FUN SIZE® Milk Chocolate Candies Valentine’s Exchange Bag - 30 Pieces
    • M&M’S® Brand Milk Chocolate Candies Cupid’s Messages Mix
    • M&M’S® Brand Milk Chocolate Candies Cupid’s Mix
    • M&M’S® Brand Peanut Chocolate Candies Cupid’s Mix
    • M&M’S® Brand Peanut Butter Chocolate Candies Cupid’s Mix
    • DOVE® Brand PROMISES® Silky Smooth Milk Chocolate Hearts
    • DOVE® Brand PROMISES® Silky Smooth Dark Chocolate Hearts
    • DOVE® Brand PROMISES® Silky Smooth Milk & Dark Chocolate Mixed Hearts Stand-up Pouch
    • M&M’S® Brand Milk & Peanut Chocolate Candies Cupid’s Mix Quarter Pallet
    • DOVE® Brand PROMISES® Milk & Dark Chocolate Mixed Floorstand


    Mars Chocolate spreads the news about its Valentine’s Day lineup with dedicated marketing support throughout the season. Highlights include television advertising; print advertising by brand with targeted messages toward frequent holiday candy buyers; a national FSI with coupons; impactful displays with more POS and POP options; digital media with eye-catching ads on highly trafficked sites; social media; and public relations. Plus, DOVE® Chocolate will have a new seasonal TV ad in 2018!

    New Items

    To learn more about new offerings for Valentine's Day 2017, please click on the PDF icon above to view the fact sheet.

    1. iCommunity 2015 Valentine’s Day Exploration
    2. iCommunity 2014 Valentine’s Day Teacher Gifting Exploration
    3. National Confectioners Association Shopper Survey, February 2017
    4. Nielsen: Valentine’s Day 2016 8 w/e 2/20/16
    5. MARS, Incorporated Valentine’s Day Path to Purchase
    6. Nielsen: Valentine’s Season Ending 2/18/17
    Ampy Vasquez (973) 691-3536