M&M’s Chocolate Candies Presented by

M&M’s Chocolate Candies

• 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.

• 15 manufacturing facilities nation wide

• Also owns Snickers, Uncle Bens, Pedigree and Whiskas

• Headquartered in Hackettstown NJ

Throughout the Years, Around the World and Into Space

• 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

• 1980- Entered international markets

• 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

• 2000- Named the official candy of the new Millennium

• 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”

• Merchandising opportunities

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”

Integrated Marketing Communication

• 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

• $.50 donation per package sold

• $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