If you’ve ever unwrapped a chocolate bar and smiled before the first bite, there’s a good chance a brand manager had something to do with it. Behind every catchy slogan, irresistible packaging, and strategic social media campaign lies someone orchestrating it all — the brand manager.
But what does a brand manager do in the sweets industry? Is it just about logos and colours? Not quite. It’s about storytelling, market insight, emotional connection — and a whole lot of sugar (literally and metaphorically).
Let’s unwrap the role.
1. Crafting a Story Worth Telling
In a world overflowing with sweet treats, brand managers are tasked with making sure their product doesn’t just sit on shelves — it stands out.
Take Hershey’s, for example. Their consistent messaging around happiness and comfort has helped them stay top-of-mind for decades. That consistency is no accident. It’s the result of clear brand positioning and emotional storytelling — often driven by brand managers.
2. Designing a Delicious Identity
From the colour of the wrapper to the font of the logo, brand managers work with design teams to create visual assets that resonate.
Why does Toblerone feel premium? Why does Skittles scream fun? Because their branding — colours, tone, even shape — aligns with their audience’s expectations. That’s intentional.
In a category where products often look and taste similar, brand identity becomes a key differentiator.
Need a deep dive into food packaging design? Check this out: food packaging design
3. Turning Data into Sweet Strategy
Brand managers don’t just dream in candy-colored pixels. They crunch numbers, analyse trends, and track performance metrics.
For example, if a new strawberry-flavoured gum flops in one region but excels in another, the brand manager digs into the why — was it the price, the placement, or even the shade of pink?
They utilise insights from tools like Nielsen or Mintel to inform campaigns, refine product lines, or adjust messaging.
4. Navigating Trends and Ethics
The sweet industry isn’t just about sugar anymore — it’s about sustainability, plant-based options, and ethical sourcing.
Consumers are increasingly mindful of what’s in their treats. A brand manager must stay ahead of these trends, adapt messaging accordingly, and sometimes even work with R&D to influence new product development.
Take Tony’s Chocolonely, which built its brand around ethical cocoa sourcing — turning a social mission into a competitive advantage.
5. Creating Conversations (Not Just Campaigns)
Gone are the days of billboard-only branding. Today’s sweet brand managers are meme-savvy, TikTok-ready, and partnership-smart.
Think Reese’s Twitter sass or M&M’s Super Bowl campaigns. These aren’t just lucky viral moments — they’re carefully managed brand voices crafted to resonate with target demographics.
Takeaway: Sweet, But Strategic
Brand managers in the sweet industry are not just marketers — they’re psychologists, analysts, storytellers, and trend hunters. They don’t just sell sugar. They sell smiles, nostalgia, moments, and sometimes, a better future.
So, the next time a certain candy catches your eye or tempts you into a snack aisle detour — know there’s a brand manager behind that craving, working their sweet magic.
Got a Sweet Tooth for Branding?
Whether you’re a marketing student, a seasoned brand enthusiast, or someone just curious about the business of candy, keep your eye on how your favourite sweet brands communicate. There’s always more than meets the (lovely) eye.
