Immersive candy is shaking up the confectionery scene – offering bold, sensory-driven experiences that help brands reconnect with loyal fans and attract new ones. “Now that events are back, brands should consider different ways to approach immersive experiences,” says Candace Huntly, founder of Songbird Marketing. These playful, tech-powered activations are redefining how consumers engage with sweet treats.
Putting tech at the forefront of experiences
Today’s chocolate and candy creators are increasingly factoring entertaining consumer interactions into their marketing plans, whether online, bricks-and-mortar or phygital – the connected physical and digital sphere.
“We’re seeing more and more technology integration in immersive experiences, whether it’s projections or interacting with technology to create a more personalised experience,” says Huntly. Artificial intelligence (AI), virtual reality (VR) and augmented reality (AR) that blend the digital and physical worlds appeal to multiple generations and help consumers to feel special. “AR/VR will take centre stage and brands should find ways to tap into all senses to give the best immersive candy experience,” Huntly adds.
Staying social
The other important aspect of immersive experiences in 2025 will continue to be social media integration with “Instagrammable” moments that can be shared across platforms. Audiences like to be a part of the storytelling online.
Pick a feeling and tap into it – nostalgia, whimsy, innovation
Candace Huntly, founder of Songbird Marketing
Opulent, artistic and creative designs that produce stand-out moments capture Instagram and TikTok’s attention. Influencers showcasing confectionery products’ sensorial elements to bridge the digital barrier with consumers are also popular. Similarly, DIY confectionery opportunities that merge interesting technical tryouts with unexpected results are appealing to younger consumers. Freeze-dried candy for example had its roots in homegrown social media content and is now a multi-billion dollar opportunity for manufacturers.
Not just for the big brands
Often considered only possible for multinational heritage brands with sizable marketing budgets, startups and growing confectioners can still adapt to new or evolving trends with relevant and engaging immersive experiences (see the Dotty Wampus experience below).
“One thing we learned during the pandemic is that bigger isn’t always better and that you can create great brand experiences on a smaller scale with the same impact as the larger experiences,” says Huntly.
Providing an all-round experience
Immersive candy experiences have long focused on giving shoppers a taste of their newly launched or preferred sweet treats to entice consumers and bolster their sales performance. Now, confectioner’s strategies go beyond this to offer a more holistic, complete tasting and buying process. “It’s also not just about sampling; it’s about how the candy integrates into the actual experience itself,” Huntly notes. “It’s unfortunate that a few failed immersive experiences such as the Willy Wonka experience and the Bridgerton Ball have tainted things for everyone,” says Huntly.
“It’s important for brands to create the best experience rather than going too big where they can’t deliver on promises,” she adds. A smaller, quirky pop-up that considers both online and offline interaction is sought after and likely to produce better consumer engagement than an over-the-top event that falls flat.
“The biggest consideration for any brand should be the target audience and how it will make them feel,” says Huntly. The best immersive experiences create memories and stories that will last, whether on social media or among friends. “Pick a feeling and tap into it – nostalgia, whimsy, innovation,” Huntly details.
New-for-2025 immersive candy experiences
The M&M’s store sleepover
Global chocolate company Mars unveils its M&M’s Fun Club, a reward programme that aims to enhance fan engagement. The brand is kicking off its new roll-out with an exclusive invite to mombers to sleepover in the M&M’s New York store. Designed to be the “ultimate slumber party”, one M&M’s fun club member and four friends will get the chance to access the brand’s Times Square-based store, which is kitted out with personalised glamping setups and nostalgic sleeping activities. The winner will be able to try an exclusive M&M’s Fun Club flavour mix that will only be available during its sleepover experience.
Brach’s egg-hiding service
Candy brand Brach’s is launching its egg hunt hiding service this spring. In ten of its key markets, consmers can request the firm to hide eggs and candy in their back yard so everyone can join in the egg-hunting fun. One 'eggs-tra' lucky household in each market will discover a hidden golden egg, redeemable for a year's supply of Brach's Jelly Beans.
Dotty Wampus revamps its immersive chocolate experience
Described as “a rural culinary experience”, Dotty Wampus is opening its Magical Chocolate Factory for a second year in Colorado, US. In 2025, its immersive chocolate tasting experience will feature a chocolate tasting and tour, introducing new sweet treats, including chocolate truffles made from wild cacao harvested in the Amazon River basin, indigenous black raspberry truffles, Jamaican rum and roasted pecan pralines.
