M&M's Become The 'Popcorn' of Gaming
M&M's is the third biggest brand in the Mars 'bitesize' portfolio in the UK, whilst in Europe it is the largest snack brand. So there is a slight disconnect between Europe's biggest brand and Europe's biggest snack market – the UK. The aim for M&M's is to fix this by supporting and growing the brand around a core chocolate consumption occasion.
By defining the M&M's occasion the aim was to trigger impulse purchase of the product. Building on the strategy Mars believe that with increasing multiplayer and interactive innovation in the gaming market represented an opportunity to deliver fantastic at home fun experiences which support the brand identity and usage occasion. In essence, the vision is to become the 'popcorn' of gaming.
To help achieve this M&M's partnered with EA Games and a host of men's media titles to reinforce the message that M&M's is THE snack for gaming, and to increase the credibility to the gaming position.
The campaign was successful in positioning M&M's within the gaming arena, increasing key brand attributes and indicates a positive effect on propensity to purchase.
To download the full details click here M&M's Case Study.
