MANILA, PHILIPPINES — Mars Wrigley has always been in the business of delight, whether it’s a Snickers to power through a long day, M&M’s for a movie night, or Extra gum after a big meeting. But these days, the confectionery giant is dishing out more than just treats. It’s now serving a masterclass in digital commerce, with TikTok Shop as its new playground.
From satisfying cravings for generations to becoming a top choice in digital shopping, Mars Wrigley has transformed how Filipinos enjoy their favorite treats. As a globally recognized confectionery brand, Mars Wrigley has embraced the fast-paced world of e-commerce, turning TikTok Shop into a key driver of consumer engagement and digital sales.
During the 2024 11.11 Paskong Panalo campaign last year, Mars Wrigley secured its place among the Top 5 brands in the Food & Beverage category, driven by strategic promotions, engaging content, and creator-led campaigns. Through the ACE Indicator System—Assortment, Content, and Empowerment—the brand continues to set new benchmarks in digital commerce, proving that the right mix of innovation and engagement can turn every purchase into a moment of excitement.
By offering bundles, where a five-product package accounted for nearly 60% of the shop’s Gross Merchandise Value (GMV), Mars Wrigley tapped into the consumer behavior of bulk buying, driving a +55% uplift in orders vs the 2024 10.10 sales event. Their investment in the Shop Tab and Search functions also paid off, with a +127% GMV surge from Shop Tab activity and a +110% increase in Search GMV.
Mars Wrigley ran up to 19 hours of daily livestreaming during peak sales periods, keeping shoppers engaged and informed. Collaborations with top creators, including actress Julia Barretto, further amplified product visibility, resulting in an +18% uplift in self-livestream GMV and a +29% increase in orders.
Affiliate marketing also played a crucial role in Mars Wrigley’s success. By strategically partnering with high-performing TikTok Shop affiliates, the brand achieved a +76% GMV uplift and a remarkable +152% increase in affiliate-driven orders during the 2024 10.10 to 11.11 sales events.
“Live shopping has rapidly gained traction in the Philippines, with more consumers engaging in interactive, real-time shopping experiences. As social commerce continues to evolve, brands that integrate entertainment with e-commerce are seeing higher engagement and conversion rates,” said Franco Aligaen, Marketing Lead of TikTok Shop Philippines. “Mars Wrigley’s success showcases how a strategic approach to live shopping can turn engagement into tangible business growth.”
“As the world evolves, so do we. With more consumers online, we’re making our products even more accessible through digital commerce, including TikTok Shop. Wherever our consumers are, we’ll be there, bringing the joy of snacking. You’ll find us everywhere—from sari-sari stores to supermarkets, even at the highest point of sale in Nepal. No matter where you are, there’s a Mars Wrigley treat nearby, ready to bring joy,” said Sanjib Bose, Regional Director of Strategy & Digital Commerce, Asia & General Manager, Philippines for Mars Wrigley Asia.
