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. 15 manufacturing facilities nation wide Also owns Snickers, Uncle Bens, Pedigree

and Whiskas Headquartered in Hackettstown NJ

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

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

“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

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

Commercials & Interactive Media

“Kiss Somebody” Wallpaper Maker E-Cards Screensavers “Ogre Breath Test”

Integrated Marketing Communication

NASCAR Team Nintendo Games M&M’s World Merchandise and coll

ectibles Newsletter On-line contest Interactive Web-site

Public Relations

Susan G. Koman Breast Cancer Foundation

Pink and white $.50 donation per

package sold $250,000 minimum

donation Campaign runs

September-November

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.

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

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

Thoughts….

Campaign was very effective due to tie in with Shrek 2

It increased brand awareness and recognition