Following on from the M amp;M’s Character Election campaign, Mars Chocolate UK today announced that the “Ms Brown” character is launching her own limited edition packs of M amp;M’s. The limited packs will offer consumers the chance to win a trip every day to one of three popular destinations in the USA in an on-pack competition, supported by a range of PoS materials.
The M amp;M’s limited edition USA colour mix is available from May 18, with pouches, treatbags and sharing bags all offering consumers the chance win trips to New York, Orlando or Las Vegas and to visit M amp;M’s World for an exclusive VIP introduction to Ms Brown herself.
Mars says that over the last five years, the M amp;M’s brand “has contributed more to bitesize growth than any other brand” and that “the new, limited edition M amp;M’s packs are anticipated to continue to build on the success of the M amp;M’s Election campaign”.
Mars will be supporting the launch with a number of point of sale units available to retailers, such as prefilled units, dumpbins, counter top units (CTUs) and Wobblers. The launch will be supported with a TV ad featuring Ms Brown which will be on air for 26 weeks.
Bep Dhaliwal, trade communications manager Mars Chocolate UK said: “Building on the success of our Character Election campaign, we’ve launched limited edition Ms Brown M amp;M’s to keep the public excited about the new character. We know that our limited editions perform well, as last year we saw an uplift in sales of our Brazil M amp;M’s packs.”