New M&Ms – should they be pink, purple or ‘acqua’? That’s the question on everybody’s lips, or at least it will be if a new $45 million global promotion has its way.

Masterfoods USA, the group behind the chocolate candy brand, wants consumers in 78 countries to choose which of the three hues will be added to the current assortment of M&Ms. A similar exercise was undertaken in the US in 1995, when it was decided blue would replace tan.

Launching March 6, the campaign asking customers to vote will encompass ads, online and event marketing, in-store promotions and public relations.

Consumers can vote by mail, telephone, via the website and in some places even in special kiosks.

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