Dive Brief:

• Nestle candy brand Sweetarts is celebrating the launch of a new line of gummy candies with a multichannel campaign and sweepstakes where fans can win $10,000 or one of more than 100 prizes, according to an announcement provided to Marketing Dive. 
• Consumers can answer questions about their interests using gummy shape pieces, including game consoles, guitars, cameras, rocket ships and more. Responses can be shared on social media using the hashtag #ShareYourPassionSweepstakes or on mobile SMS. Sweetarts is also creating an online engagement hub displaying a gallery of submissions and themed mini-games. 
• The multi-channel campaign also includes an in-store piece that features a coupon tear pad and sweepstakes information, and the brand will also leverage influencer content on social media. 

Dive Insight:

Marketers often use social media sweepstakes to drive online engagement and in-store sales. Sweetarts is using that tactic to let fans directly engage with the brand. Through the #ShareYourPassionSweepstakes, Sweetarts is essentially turning its gummy candies into a set of exclusive emojis that consumers can use to communicate a personal message of what defines them. The move is in line with research showing that a majority of consumers say they can better communicate their thoughts and feelings through emojis, rather than words alone, according to Time report of a Harris Poll commissioned by GIF platform Tenor. Among millennials, 68% agreed with the statement that they were “more comfortable” using visuals, like emojis, to express emotions than through phone conversations.

Sweetarts is hoping the new campaign will grab the attention of millennials and younger consumers, who report having healthier eating habits than older generations but also are more likely to share their favorite products and experiences on social media. Nearly 30% of U.S. consumers and 52% of millennials say they’ve bought a treat because they wanted to share a picture of it on social media, according to a Mars Wrigley Confectionery U.S. survey, reported by Candy Industry. Almost half of millennials admitted choosing a treat to boost their mood.

Millennials and Gen Z are more likely to engage with brands digitally, especially when brands respond to their needs, help them achieve their goals and create two-way conversations on social media. Thirty percent of Gen Zers say they’ve felt excluded by brands because of their identities, per a PSFK study. Marketers that create collaborative campaigns that encourage consumers to share elements of their identities and make consumers feel like they are listening will have the best shot at reaching younger consumers.