Supplier News Breaks
M&M's latest campaign to include Super Bowl TV ad
January 14th, 2013
HACKETTSTOWN, N.J. – The M&M's chocolate candy brand is set to kick off a new integrated marketing campaign highlighted by a television spot for the Super Bowl.
Mars Chocolate North America said Monday that the new campaign, called "Better With M" will feature a new 30-second TV commercial that will air during the first quarter of Super Bowl XLVII in New Orleans on Feb. 3.
Besides the Super Bowl ad, key elements of the year-long Better With M campaign include multiple English and Spanish TV, print and digital ads; in-store displays, consumer promotions; and multiple social media efforts focused on Facebook and the hashtag #betterwithmms.
"Better With M showcases how M&M's irresistible chocolate makes moments more fun and delicious," stated Roy Benin, chief consumer officer for Mars Chocolate North America. "The Better With M story is delivered through our colorful spokescandies, whose irresistible chocolate always makes moments even better — be they watching the Super Bowl, baking cookies, gathering the family together for a movie or even tailgating."
The first TV spot from the new campaign, starring Ms. Brown, is due to start airing Monday.
A cornerstone of the campaign, Mars noted, is a new cause-related marketing effort designed to make "America Better With M" by funding the construction of Habitat for Humanity homes across the nation. As part of the effort, M&M's is encouraging and incentivizing fans to help "M-Prove America" by volunteering at Habitat job sites nationwide.
"Better With M represents one of the largest marketing efforts in M&M'S history," added Benin. "We're confident our full range of communications and activities will excite consumers from the Super Bowl all the way through next winter's holiday season."
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