Mars Direct: The Candy Lab

In the last quarter of 2008, Mars Direct in the US set out to counter the low awareness of its M&Ms brand and to expand their target audience beyond over 30s women, to younger males and females.

Mars Direct: The Candy Lab



Category: Retail/Direct SalesCountry where program ran: United StatesDate program started/ended: 30 September – 1 December 2008

Product Description: MY M&M'S® Faces, a personalization innovation, allows consumers to put their favorite faces on M&M'S®. Exclusively online at, consumers upload photos of loved ones and combine them with two to three custom messages on M&M'S® to create powerful, personalized, fun stories around special, memorable moments, like birthdays and weddings!

Advertiser/Client Name: Mars DirectMedia Channels: URL:Website:


Marketplace Challenge:


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