Mars Chocolate North America: Ms. Brown Character Launch

BBDO New York

Entry Information

Category: Retail/Direct Sales
Country where program ran: USA
Dates program started/ended: February 2012 – December 2012

Product Description:

M&M's are colorful, bite sized chocolate candies from Mars, Inc.

Advertiser/Client Name: Mars Chocolate North America
Media Channels: Social Networking, TV/Video/Radio, Web Advertising, Other, Print

Strategy

Marketplace challenge:

People simply didn't think of M&M's as chocolate anymore.

Fun? Yes. Colorful? Yes. Chocolate? No.

We needed to put the chocolate back in Colorful Chocolate Fun.

Target audience:

Consumer

Consumers, 18-49, people who are considered "sociable snackers."

Size of target audience:

1,000,000+