Presented by: Megan Potier and Tracy Cole
Company/Owner Demographics Owned by Master Foods USA More than $5 billion in sales - $300 million in sales for M&M’s alone
- Of that $300 million, $73.5 was put back into marketing last year
Employs more than 7,000 in U.S. Also owns Snickers, Uncle Bens, Pedigree and Whiskas Headquartered in Hackettstown NJ
1941- Introduced to American GI’s serving in WWII 1954- Peanut M&M’s entered the market 1972- M&M’s Brand characters first appeared on packaging, print and TV advertising, reinforcing brand awareness 1982- Rocketed into space
Throughout the Years (Cont.) 1995- American’s vote for a new color 1996- M&M Mini’s were first introduced on the market, Colorworks campaign begins 1997- M&M’s World opens in Las Vegas 2002- First ever “Global Color Vote” held online 2004- Where did all the color go? 2004- Shrek 2 campaign
“Get Ogre-sized” Campaign National campaign Timed for release with Shrek 2 Partnered with DreamWorks to produce commercial Tied in with sweepstakes “Ogre-Sized Load”
Get Ogre-sized Campaign First-ever oversized version 50 percent bigger Plain and Peanut only come in “Swampy” colors Minis have colorful new look- “Pretty” and “Swampy” which remains a mystery until opened
Commercials & Interactive Media “Kiss Somebody” Wallpaper Maker E-Cards Screensavers “Ogre Breath Test”
NASCAR Team Nintendo Games M&M’s World Merchandise and collectibles Newsletter On-line contest Interactive Web-site
Public Relations Susan G. Koman Breast Cancer Foundation Pink and white $250,000 minimum donation Campaign runs September-November
Public Relations 2003 marked the birth of a wonderful relationship between M&M'S Brand and Special Olympics. Launched "Keep Wrappers to Keep Dreams Alive" program, which raised over 1 million dollars.
Public Relations In 1976, due to public controversy surrounding a particular red food coloring, red M&M'S were removed. The red food coloring in question was not actually used in M&M'S. However, to avoid consumer confusion, the red candies were pulled from the color mix. In 1987, red was brought back
What’s Next for M&M’s “Chocolate is Better in Color” Focuses on the return of bright colors after Wrap-up of “The Great Color Quest” Aggressive advertising by Omnicom Group Inc. Includes new commercials and music to target Generation X Also has different version for others
Thoughts…. Campaign was very effective due to tie in with Shrek 2 It increased brand awareness and recognition
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