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M&M’s Chocolate Candies

M&M’s Chocolate Candies. Presented by: Megan Potier and Tracy Cole. Company/Owner Demographics. Owned by Master Foods USA More than $5 billion in sales $300 million in sales for M&M’s alone Of that $300 million, $73.5 was put back into marketing last year Employs more than 7,000 in U.S.

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M&M’s Chocolate Candies

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  1. M&M’s Chocolate Candies Presented by: Megan Potier and Tracy Cole

  2. Company/Owner Demographics • Owned by Master Foods USA • More than $5 billion in sales • $300 million in sales for M&M’s alone • Of that $300 million, $73.5 was put back into marketing last year • Employs more than 7,000 in U.S. • 15 manufacturing facilities nation wide • Also owns Snickers, Uncle Bens, Pedigree and Whiskas • Headquartered in Hackettstown NJ

  3. Throughout the Years, Around the World and Into Space • 1941- Introduced to American GI’s serving in WWII • 1954- Peanut M&M’s entered the market • 1972- M&M’s Brand characters first appeared on packaging, print and TV advertising, reinforcing brand awareness • 1980- Entered international markets • 1982- Rocketed into space

  4. Throughout the Years (Cont.) • 1995- American’s vote for a new color • 1996- M&M Mini’s were first introduced on the market, Colorworks campaign begins • 1997- M&M’s World opens in Las Vegas • 2000- Named the official candy of the new Millennium • 2002- First ever “Global Color Vote” held online • 2004- Where did all the color go? • 2004- Shrek 2 campaign

  5. “Get Ogre-sized” Campaign • National campaign • Timed for release with Shrek 2 • Partnered with DreamWorks to produce commercial • Tied in with sweepstakes “Ogre-Sized Load” • Merchandising opportunities

  6. Get Ogre-sized Campaign • First-ever oversized version • 50 percent bigger • Plain and Peanut only come in “Swampy” colors • Minis have colorful new look- “Pretty” and “Swampy” which remains a mystery until opened

  7. Commercials & Interactive Media • “Kiss Somebody” • Wallpaper Maker • E-Cards • Screensavers • “Ogre Breath Test”

  8. Integrated Marketing Communication • NASCAR Team • Nintendo Games • M&M’s World • Merchandise and collectibles • Newsletter • On-line contest • Interactive Web-site

  9. Public Relations • Susan G. Koman Breast Cancer Foundation • Pink and white • $.50 donation per package sold • $250,000 minimum donation • Campaign runs September-November

  10. Public Relations • 2003 marked the birth of a wonderful relationship between M&M'S Brand and Special Olympics. • Launched "Keep Wrappers to Keep Dreams Alive" program, which raised over 1 million dollars.

  11. Public Relations • In 1976, due to public controversy surrounding a particular red food coloring, red M&M'S were removed. • The red food coloring in question was not actually used in M&M'S. However, to avoid consumer confusion, the red candies were pulled from the color mix. • In 1987, red was brought back

  12. What’s Next for M&M’s • “Chocolate is Better in Color” • Focuses on the return of bright colors after Wrap-up of “The Great Color Quest” • Aggressive advertising by Omnicom Group Inc. • Includes new commercials and music to target Generation X • Also has different version for others

  13. Thoughts…. • Campaign was very effective due to tie in with Shrek 2 • It increased brand awareness and recognition

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