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Mars is already thinking about Easter, teaming up with food and travel video network Tastemade and Pinterest on a series of do-it-yourself and hack videos promoting its Dove Silky Smooth Promises dark chocolate and M&M Minis brands.
Pinterest said there are 229 million Easter-related ideas saved on its platform, and there were 37 million related searches for last year’s holiday, led by “Easter Basket Ideas,” “Easter Brunch” and “Easter Decorating Ideas,” with “Easter Wreaths” topping crafts and “Easter Centerpieces” leading décor.
Tastemade and Pinterest joined forces last November for a similar initiative for Heineken USA.
For this campaign, Tastemade tapped into trends and insights from Pinterest and created DIY and hack videos featuring festive activities that end in “Me Moments” with Dove Silky Smooth Promises, encouraging women to take a break and celebrate themselves.
The DIY video shows how to create a garland with the premade holes in plastic Easter eggs, while the hack video shares a way to dye Easter eggs without an egg dipper.
For M&M’s Minis, Tastemade’s hack videos display how to make cookie bunnies topped with the candy and how to make bunny ear napkins that include plastic eggs filled with the candy.
Pinterest global head of vertical strategy and insights Arthur Sevilla said in a statement, “Moments are made on Pinterest, and relevant brands bring much-sought-after inspiration, including how to celebrate Easter in new and creative ways. By pairing Tastemade’s creative prowess with Mars’ delicious portfolio, consumers are inspired to elevate a classic holiday.”
Tastemade head of sales and brand partnerships Jeff Imberman added, “We’re excited to once again partner with Pinterest to create two inspirational and actionable campaigns for Mars this Easter. During the hectic holiday season, we aim to provide inspirational yet attainable DIY and hack content that allows our audience to spend more time celebrating the season together.”
And Mars Wrigley senior manager of media Amanda Zaky said, “By tapping into Pinterest trends, we saw that people are often searching for how they can gift, treat, host and take care of others for holidays like Easter. Through Tastemade’s premium content creation, we want to inspire people to celebrate Easter by helping them to create better moments and more smiles through simple, creative ways, whether it is using M&M’s Minis as a favorite snack and creative canvas for decorative hacks, or leaving time for a ‘Me Moment’ with Dove.“