Think you've mastered the art of staying chill? SNICKERS is hiring

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SNICKERS Ice Cream is turning internet drama into a marketing opportunity with the launch of its first-ever "Chief online chill officer", a creator-led campaign designed to inject humour into heated online conversations while promoting its new ice cream minis range.

The campaign invites consumers to apply for a paid two-week role, where one selected fan will monitor social media for viral debates, over-the-top reactions and other "unchill" moments. The successful applicant will respond with witty content and distribute free SNICKERS Ice Cream coupons, positioning the brand as a light-hearted antidote to online negativity.

According to the brand, the campaign builds on SNICKERS' long-running positioning around helping people regain their composure, this time extending the concept into digital culture. Applicants are expected to be comfortable creating social-first content, appearing on camera and documenting their experience through behind-the-scenes videos and vlogs.

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The hybrid role will run for nine business days from 24 August to 3 September in the Chicago area. Alongside compensation and an unofficial "C-suite" title, the selected candidate will receive the opportunity to sample the full SNICKERS Ice Cream minis portfolio while producing content for the brand's social channels.

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Applications opened on 29 July and close on 4 August. To apply, candidates must submit an application along with a short video explaining why they are suited to become the internet's next "Chief online chill officer". All applicants will also receive a digital coupon to try the new SNICKERS Ice Cream minis.

The campaign also shines a spotlight on the brand's recently launched Ice Cream minis lineup, which debuted earlier this year. Available in original, crunchy peanut butter, almond and salted caramel, the range also includes a "SNICKERS x M&M'S Minis" flavour.

"If you've spent more than five minutes on social media lately, you've probably realised the internet has absolutely no chill," said Chanel Gant, senior marketing director at Mars Ice Cream.

She added, "SNICKERS Ice Cream minis are all about delivering satisfaction in perfectly snackable bites, so we wanted to extend that same spirit online. We're looking for someone that is quick with a comeback, comfortable on camera and ready to show that they have what it takes to help people chill this summer with SNICKERS Ice Cream minis to bring fun to any situation."

The activation follows a growing trend of brands turning fan engagement into unconventional job opportunities. Earlier this year, FOX Sports, FOX One and Indeed launched a nationwide search for a "FOX One chief World Cup watcher hired through Indeed", offering one football fan US$50,000 to watch all 104 matches of the FIFA World Cup 2026 over 39 days.

Based in a custom-built viewing office in New York City's Times Square, the role transformed football fandom into a public-facing content experience, blending entertainment, creator culture and experiential marketing.

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