Episode Details

In this exclusive interview from the VusionGroup studio at the World Retail Congress in Paris, Anton Vincent, President of Mars Wrigley North America and Global Ice Cream, sits down with Chris Walton and Anne Mezzenga of Omni Talk to discuss the company's approach to engaging Gen Z consumers, creating memorable retail experiences, and driving innovation in the ice cream category.

Discover how Mars Wrigley is:

• Leveraging iconic brands like M&M's, Snickers, and Twix to stay relevant to younger consumers
• Transforming brand transactions into immersive brand experiences
• Navigating the evolving landscape of omnichannel retail and direct-to-consumer strategies
• Ensuring brand consistency across multiple touchpoints and retail partners
• Capitalizing on the growth of retail media to reach target audiences

Anton also shares his insights on the importance of understanding Gen Z's values and how they influence purchasing decisions, as well as the role of digital channels, influencer marketing, and personalization in connecting with this key demographic.

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