Not taking M&Ms for granted
Agency Clemenger BBDO Proximity Melbourne
Advertiser Mars Chocolate
Author Ricci Meldrum
Total Campaign Expenditure $1 - 2 million
Having peaked in 2006, M&M's gross sales value (GSV) fell short of this peak in 2007 and again in 2008.
With Mars Australia making the decision to exit the seasonal and fundraising segments of the confectionery market (which represented 14.6% of M&M's total GSV at its 2006 peak), the challenge in 2009 was to grow M&M's core range, in particular, medium bags which represented nearly 50% of total brand GSV.
In a relatively short time, M&M's has grown to be the 4th biggest chocolate brand in the Australian market, with thanks in no small part to five colourful little characters, or ‘spokescandies’ as we like to call them.