M&M's Brand Launches 'Better with M' Marketing Campaign

Cornerstone is new cause-related effort with Habitat for Humanity

Published in CSP Daily News

HACKETTSTOWN, N.J. -- Mars Chocolate North America has introduced the new M&M's brand 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 for 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, highlights of the year-long 'Better With M' campaign include 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 the "Ms. Brown" character, will air today, Jan. 14.

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."

Mars Chocolate is the North American chocolate operations of Mars Inc. Based in McLean, Va., Mars Inc. has net sales of more than $30 billion and six business segments including Petcare, Chocolate, Wrigley, Food, Drinks and Symbioscience. Mars brands include Chocolate: M&M's, Snickers, Dove, Galaxy, Mars, Milky Way and Twix; Petcare: Pedigree, Whiskas, Sheba, Cesar and Royal Canin; Wrigley: Orbit, Extra, Starburst, Doublemint and Skittles; Food: Uncle Ben's, Dolmio, Ebly, Masterfoods and Seeds of Change; Drinks: Alterra Coffee Roasters, The Bright Tea Co., Klix and Flavia; and Symbioscience: Seramis, Cirku and Cocoavia.

Keywords: 
candy, sweet snacks, M&A