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  Introduced to American GI’s serving in WWII  Peanut M&M’s entered the market  M&M’s Brand characters first appeared on packaging, print and TV advertising, reinforcing brand awareness  Entered international markets  Rocketed into space

Throughout the Years (Cont.)  American’s vote for a new color  M&M Mini’s were first introduced on the market, Colorworks campaign begins  M&M’s World opens in Las Vegas  Named the official candy of the new Millennium  First ever “Global Color Vote” held online  Where did all the color go?  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 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” “Kiss Somebody”  Wallpaper Maker  E-Cards  Screensavers  “Ogre Breath Test” “Ogre Breath Test”

Integrated Marketing Communication  NASCAR Team  Nintendo Games  M&M’s World  Merchandise and collectibles Merchandise and collectibles  Newsletter  On-line contest  Interactive Web-site 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 commercials Generation X  Also has different version for othersdifferent version

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