The internet may not have a button for turning down the temperature, but at the end of July, Snickers Ice Cream decided to find someone who would at least try to cool down its tensest moments. The brand launched a search for its first Chief Online Chill Officer, a temporary employee tasked with finding heated discussions and bringing a little humor, ice cream and free coupons into the comments.
The paid engagement was conceived as a two-week job for one fan who understands the rhythm of social media, can quickly come up with responses and feels comfortable in front of the camera. Their task will be to follow sports debates, dramatic confessions and other situations in which the tone of the conversation becomes too heated, and then respond on behalf of the brand with witty comments and offers for free Snickers Ice Cream.
The selected person will not remain only in the comments. Over nine working days, they will create social media content, film vlogs and capture behind-the-scenes moments, turning the temporary role into a small summer reality format. The job will be carried out in a hybrid format in the Chicago area, from late August to early September.
At the center of the activation is the Snickers Ice Cream Minis line, introduced earlier this year. The smaller product format was incorporated into the idea of a short-term job, quick interventions and bites that should be enough to interrupt a moment of irritation. The range includes five flavors, including Original, Crunchy Peanut Butter, Almond, Salted Caramel and Snickers x M&M’s Minis, available exclusively at Walmart.
The search builds on the brand’s long-standing positioning that hunger changes mood and behavior. This time, the irritation is not placed in an office, a car or a conversation among friends, but in comments, reactions and endless arguments across social platforms.
Applications were open until early August, and candidates had to submit a short video explaining why they were the right person to bring a little calm back to the internet. Every applicant received a digital coupon for the new Minis products, although only one person earned the unofficial C-sweet-level title.
The activation arrives at a time when smaller packages of sweets and ice cream are becoming an increasingly visible part of consumer habits. For Mars, that format served both as a product and as a measure of the campaign: a job small enough to fit into nine working days, but with enough material to ensure that no internet argument is left without a possible response.
