CENTER STORE

Premium M&Ms take a new approach to ad treatment

BY Jenna Duncan

MCLEAN, Va. Mars has been working on a new set of TV ads to pump up the buzz about its new M&M’s Premium Chocolate Candies. Recycling the M&M’s characters who spring to life in the TV ads, with the Premiums presence, the new ads bump up the attitude of the characters and turn up the sexiness of the brand.

To initiate M&M’s into the premium chocolate market, the company said that is had to beef up the size of its regular M&Ms and get rid of the shells. M&M’s Premium candies have just a shiny, marble-ized top-coat that comes in different metallic finishes, such as raspberry red, mint green or blue, to match the each different flavor.

Ryan Bowling, a spokesman for Mars Snackfood U.S., told the public, “We’ve actually changed the recipe of M&M’s as America and the world knows it. This is a whole new recipe, both visually and to its taste, as well.”

New, spunky TV spots will air beginning next week on major networks such as AMC and the food Network. In one commercial, the green premium M&M character who represents the triple chocolate flavor, struts around the set enjoying one of the chocolate candies while a female voice coos about the great taste of M&M’s Premiums.

M&M’s Premiums are already on store shelves, distributed to outlets where M&M’s are sold, including convenience stores, supermarkets and mass chains like Target and Wal-Mart. A 6-oz. upright carton retails for about $3.99.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

CENTER STORE

Campaign getting the word out about Coke’s recipe

BY Jenna Duncan

ATLANTA Ever since it was first stumbled upon in 1886 by a druggist in Atlanta trying to invent a new health drink, Coca-Cola’s formulation has been kept secret. More recently, the company has begun to beef up the mystery surrounding the recipe, to help spur interest.

But in a bold new move that began in the United Kingdom last month, Coke has begun to reveal some of the key factors that make Coke what it is, such as that fact there are no added preservatives or artificial flavors. The company has also said that it is made with only the best spices from around the world,” and the recipe hasn’t changed since its original inception.

Cathryn Sleight, marketing director of Coca-Cola Great Britain, told the media, “When we talked to consumers about Coke, we realized they didn’t know that it has no added preservatives or artificial flavors. We felt it was important to reassure Coke drinkers of this fact.”

Millions of cans and bottles of Coke bottled in the U.K. will now come with the label “no added preservatives or artificial flavors.” The Coca-Cola company has also taken its message to the Web, launching the site www.letsgettogether.co.uk, a hosting spot where questions about Coke can be answered, within limits to protect the company’s trade secrets.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

CENTER STORE

Mars completes Milky Way promotional tour

BY Jenna Duncan

MCLEAN, Va. After two months on the road, Mars has wrapped up its Milky Way promotion, after handing out more than 285,000 candy bars.

As part of the touring promotion, the company decorated a 1970s-era station wagon (the Milky Way Wagon) and drive more than 6,500 miles, visiting states such as Colorado, Indiana, Illinois, Michigan and Wisconsin.

More than 98,000 coupons and 2,100 T-shirts were also given away. Visitors got the opportunity to take fantasy Milky Way Wagon and Trailer photos as well.

The program was geared towards driving home the Milky Way brand to the American target demographic, president of Stage Active Brand Marketing, Bob Petrosino, who worked on the campaign, said.

Additionally, the state-by-state tour celebrated the original Milky Way bar’s 85th birthday.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES