M

1
MMs 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 MMs 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 GIs serving in WWII
  
• 1954- Peanut MMs entered the market
• 1972- MMs 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- Americans vote for a new color
• 1996- MM Minis were first introduced on the
  market, Colorworks campaign begins
• 1997- MMs 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
• MMs 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 MM'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 MM'S were
  removed.
• The red food coloring in question was not
  actually used in MM'S. However, to avoid
  consumer confusion, the red candies were pulled
  from the color mix.
• In 1987, red was brought back

12
Whats Next for MMs

• 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