M&M’s targets ‘full-funnel’ engagement with Amazon partnership

Alex Brownsell

An IP integration with Prime Video boosted organic search and sales.

One of the most compelling aspects of Amazon’s pitch to advertisers is the potential to reach consumers throughout the purchase journey, from upper-funnel video formats through to e-commerce ad units.

For a CPG brand like M&M’s, owned by Mars Wrigley, this is an attractive prospect. However, M&M’s wanted to go further, and find a way to enter cultural discourse. This led to a first-of-its-kind IP integration involving M&M’s animated characters and Amazon Prime Video’s comedy-drama series, The Marvelous Mrs. Maisel, which follows the career of a female stand-up comic in 1950s New York.

Speaking at Advertising Week Europe...

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