M&M's!

The famous candy brand M&M’s is spending $80 million per year in advertising.

The main target is young people but the brand also wants to target adults. That is why M&M’s is using different media to catch the attention and to make people buy the products.

First, the brand proposes some ads through the TV. For examples, the brand created a commercial with the famous song “I’m sexy and I know it” from LMFAO. This commercial is funny and has been seen by a lot of people because it was diffusing during the Super Bowl.

Then, the cinema is the main way for M&M’s to promote its product. The principal value of the brand is the fun and the cinema is a place of fun and entertainment. This is the reason why the brand promotes a lot its product in the cinema and presents its famous characters in a cinema room because M&M’s sweets are replacing popcorn! M&M’s is in partnership with cinema events. For example, in France, there is “la Fête du cinema”. This event is every year and everybody can have cheap cinema tickets. During this event, you can win cinema tickets in a M&M’s pack for example!

M&M’s also communicates by internet and even in their store, M&M’s world in London, Orlando, New York and Las Vegas. In M&M’s stores you can find different atmospheres in different cities. In fact, the characters represent a national celebrity, the Beatles, or a national symbol, for example Queen Elizabeth II in London!

The brand also uses celebrity endorsement to target young people. For example, the football player Zinedine Zidane played in a M&M’s commercial, such as the French singer and tennis player Yannick Noah, who is very popular is France.  

The brand communicates around a fiction. Every M&M’s commercials tell a short story to catch the attention and to make customers like the characters.

Pauline HAOND