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M&M Faces New Marketing Strategy

Baby Boomer Going Like Sixty Posted on by

Is it just me, or is M&M/Mars just totally gone nutso? 
They announced today one can special order M&M’s with a face imprinted on each piece of delightful candy coating.
I understand vanity M&M’s with corporate logos,  having Indiana Jones eat M&M’s from a Crystal Skull (obviously Mars has not forgotten the Reese’s Pieces fiasco.) Even having little bundles of wedding M&M’s.

“The consumers aren’t recreating the brand, they enhance it,” said Cass. “The brand essence is fun, and they simply redefine that,” says Jim Cass, Mars Direct’s VP.

Enhance it? How about eating it? You want me to buy a 14 ounce package of M&M’s and enhance it? Would you also suggest the Mona Lisa be enhanced? (BTW: I have my order in for Father’s Day: 5 lbs. of “normal” M&M’s, if you would like to enhance that!)

Why did I  have to find out about this new product feature from another blog and not the insider blog for Ambassadors?  I’m an Ambassador for Maker’s Mark bourbon and I regularly get cool stuff from Bill Samuels. He even invites me to a party at Keeneland, Thoroughbreds and Redheads.

But noooo, you have to keep it all to yourself and make a big deal at some private candyass conference.

Hey Cass, check this out if you want to sell more M&M’s, skip the personalized faces and go with:

  • Historical Faces M&M’s: Lincoln will be 200 years old next year, start with him. 
  • Historical Places M&M’s: Lincoln Monument next year.
  • Historical Chases M&M’s: Wilkes Booth next year.

This might even get the endorsement of the Dep’t of Education and allow M&M’s as part of “No Child Left Behind.” Talk about selling more candy! Oh wait, marketing is about enhancing the brand…

 
This is probably funnier than most of the blogs here.
 

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Comments

M&M Faces New Marketing Strategy — 5 Comments

  1. I’m not so much for M&Ms, but Maker’s Mark? I am all over that shit. When we go to Lucille’s, the Southern barbecue chain I’ve mentioned, we always order Maker’s Mark mint juleps.

    Vanity M&Ms are all the rage, aren’t they? I remember they recently started making them available with personalized messages (mine, of course, would all say Up Yours and Eff You and Douchebag). Faces were the logical next step.

    We always called Reese’s Pieces “Feces Pieces”. They are SO much more fun that way.

    Gretchen’s last blog post..Subway: Bite ME.

  3. @Gretchen: Do they serve the Mint Juleps in silver cups? I think I’ll go to the site and see how raunchy I can get with words.

    @Mary: I’m glad you are here, thank you. There is no such thing as sugarless M&M’s. You must be thinking of aspirin.

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