Mars Launches Better With M Campaign

“The ‘Better With M’ story is delivered through our colorful spokescandies, whose irresistible chocolate always makes moments even better,” says M&M’S spokesperson.

Mars Chocolate North America has introduced M&M’S Brand’s new integrated marketing campaign called ‘Better With M,’ which includes a new, 30-second television commercial that will air during the first quarter of Super Bowl XLVII.

“‘Better With M’ showcases how M&M’S irresistible chocolate makes moments more fun and delicious,” said Roy Benin, chief consumer officer, 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.”

In addition to the Super Bowl ad, which was created by BBDO New York, the year-long ‘Better With M’ campaign includes multiple English and Spanish television, print and digital ads, in-store displays, consumer promotions and multiple social initiatives focused on Facebook and the hashtag, #betterwithmms.  The first television ad from the new campaign—starring Ms. Brown—is set to air on Monday, Jan. 14, 2013. 

A cornerstone of the campaign 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 initiative, M&M’S is also encouraging, as well as 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.”

For more information on the ‘Better With M’ campaign, visit www.facebook.com/mms.

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