Mars, Inc.: M&M's New Millennium campaigns

Simone Samano

At the close of 2005 Mars Inc. was a business worth $18 billion (approx £9 billion in 2008).

Mars, Inc.: M&M's New Millennium campaigns

Simone Samano

OVERVIEW

In the years 2000 through 2005 M&M's candies remained a brand giant for Mars, Inc., manufacturer of other popular candies, including Skittles, Twix, Starburst, and Snickers. Several ad campaigns for M&M's were released during this period, including the "Global Color Vote" in 2002 and "Help Us Find Our Colors" in 2004. It was during this period that Mars embraced an integrated media philosophy that ensured that a product's television advertising, print ads, Internet elements, and point-of-purchase displays were coordinated seamlessly with packaging, public relations, and other media. Mars executive Peter Littlewood...

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