Sweet Promotion for M&M's No Matter How You Color It

Share this content:
Mars Inc. will use the Internet to break the largest promotion in the 61-year-old life of its M&M brand March 6.

The confectioner's Masterfoods USA subsidiary will hold an international vote on www.mms.com to decide the newest color to be included in M&M's chocolate candy.

Candy lovers can also vote through May 31 by mail, telephone or kiosks in select retail venues, the Hackettstown, NJ, company said.

Consumers in 78 countries will be able to choose from purple, aqua or pink. The Web site will offer 15 languages to respond in. The winning entry will be announced June 19 in New York. The new color will be available in August through year's end.

Voters will be able to sample each color before deciding. Specially marked packages at retailers worldwide will stock the purple, aqua and pink M&M's.

M&M's Global Color Vote is also the first global promotion in M&M's brand history, Masterfoods USA said. All participating countries will take part in a single marketing campaign that includes advertising, direct and online marketing, sponsorships, retail promotions and public relations.

Launched in 1941, M&M's were available in red, green, yellow, orange, brown and violet. Tan replaced violet in 1949. In 1995, 10 million U.S. consumers voted to replace tan with blue.

M&M's is the world's largest candy brand. More than 400 million chocolate candies are produced daily and 146 billion annually. The brand is part of Masterfoods USA, Mars' new arm for its U.S. food, snacks and pet-care businesses.


Next Article in Direct Mail

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above