The classic chocolate candy has melted in our mouths (and not in our hands) for 75 years. Rather than simply looking back, M&M’s looks forward to maintain its place as “the iconic and beloved chocolate brand it is today,” according to a release. With this goal in mind, M&M’s is launching its largest marketing campaign to date: Celebrate With M.
Berta de Pablos-Barbier, vice president of marketing for Mars Chocolate North America, says, “We are looking to the next 75 years of innovation and transformation to engage, entice and excite consumers of today and tomorrow.”
M&M kicks off its year-long birthday celebration with the release of a modern take on Sammy Davis Jr.'s “The Candy Man” song, featuring Zedd and Aloe Blacc in partnership with M&M’s.
Additionally, the brand is releasing 12 retro packaging designs, which are inspired by the brand’s heritage and history. From March 1 through June 17, the brand is hosting a flavor vote in which customers get to vote for the next limited-edition M&M’s flavor. Original Peanut will be put up against three new peanut varieties: Chili Nut, Honey Nut, and Coffee Nut, in a social consumer campaign.
In addition to consumer initiatives, the brand is partnering with NBC and Comic Relief to raise awareness and money for the Red Nose Day Fund.
Lastly, as a nod to the brand’s history as a military ration, Mars Chocolate is donating $750,000 worth of product to Operation Gratitude to be included in military care packages.