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The push features events, collaborations, and partnerships aimed at cementing the brand’s place in pop culture history
M&M’s has launched the largest marketing campaign in the company’s history to commemorate its seventy-fifth anniversary. Themed Celebrate with M, the push endeavours to celebrate fans throughout the year and take the public back to its heritage which began on 3 March 1941.
The exercise is set to feature a mix of events, product innovation, collaborations, and partnerships aimed at cementing the brand’s place in pop culture history. Using the hashtag #CelebrateWithM, its social media platforms are being leveraged for a series of birthday experiences and roll-outs.
The bash puts a modern twist on an iconic classic to continue building brand awareness among millennial and Generation Z consumers. The celebration kicks off with the release of Candyman, a modern remake of Sammy Davis Jr.’s The Candy Man song.
The component features multi-platinum Grammy award-winning artiste Zedd and Grammy-nominated musician, Aloe Blacc, in partnership with M&M’s. Released recently, the single is available for download on iTunes and streaming on Spotify alongside a music video and 30-second spot.
“We aren’t satisfied with solely looking back on our history as America’s favourite chocolate candies. We are looking to the next 75 years of innovation and transformation to engage, entice, and excite consumers of today and tomorrow,” said Berta de Pablos-Barbier, VP of Marketing at Mars Chocolate North America.
Inspired by its legacy, the marque is releasing 12 retro designs—six designs each for its milk chocolate and peanut categories—to capture its evolution between the 40s and 1990s. Available at retailers nationwide, consumers can get their collectible candies in single and box packs.
Meanwhile, from 1 March through June 17 2016, fans stand to vote for the next limited edition flavour to hit store shelves. Original Peanut will go head-to-head with three new Chocolate Peanut varieties—Chili Nut, Honey Nut, and Coffee Nut—via a consumer campaign to determine America’s ‘Favourite Peanut’.
Additionally, M&M’s is partnering with NBC and Comic Relief as a title sponsor to raise awareness and money for the Red Nose Day Fund, an organisation focused on uplifting children from poverty. In 2015, the same initiative saw more than 1.3 million dollars donated to foundation’s charities.
Another key extension is Operation Gratitude, which honours the brand’s origin as a military ration during World War II. Mars Chocolate, the makers of M&M’s, will donate $750,000 worth of product to movement for inclusion in military care packages throughout 2016.
Finally, an important feature of the campaign is the strategic tie-up between M&M’s World and Japanese lifestyle brand, Be@rBrick. The exclusive line will entail iconic collectible characters, apparel, and accessories produced by the designer while inspired by M&M’s heritage.
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