M&M’s Caramel and 2017 MTV Movie & TV Awards

M&M's Caramel, a chocolate and sweets brand, launched a campaign with the 2017 MTV Movie and TV Awards in the US and Canada to raise awareness around the unveiling of M&M's Caramel.

Campaign details

Brand: M&M's CaramelAgency: Viacom VelocityCountry: USA

Marketing context

This campaign was the first ever co-branded marketing campaign for the new M&M's Caramel product that was going to launch in a very saturated chocolate marketplace, therefore we had to think of an innovative way to engage consumers to buy the product.

Campaign planning

M&M's partnered with MTV to leverage MATVA and the alignment it has with Movie and TV programs to introduce M&M's Caramel to the general public.

Marketing media strategy

From the inception, the campaign was designed to be 360 in nature to...

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