M&M’s is launching limited edition Ms Brown packs, with a colour mix based on the American flag.
Pouches, treatbags and sharing bags containing red, white and blue M&M’s will be available from 18th May. The packs will offer consumers the chance win trips to New York, Orlando or Las Vegas and to visit M&M’s World for an exclusive VIP introduction to Ms Brown herself.
Mars will be backing the launch with a number of POS items available to retailers, such as prefilled units, dumpbins, CTUs and wobblers. It will also be supported with a TV ad featuring Ms Brown, which will be on air for 26 weeks.
The campaign follows on from the recent M&M’s Character Election activity, where the public were asked to choose between Ms Brown, Red or Yellow sweets.
Bep Dhaliwal, Trade Communications Manager for Mars Chocolate, said: “Building on the success of our Character Election campaign, we’ve launched limited edition Ms Brown M&M’s to keep the public excited about the new character. We know that M&M’s limited editions perform well, as last year we saw an uplift in sales of our Brazil M&M’s packs. We recommend retailers stock up early and use the branded POS available.”
