Hackettstown, NJ-based Masterfoods USA's M&M brand is hosting the largest marketing campaign in its 61-year history, a worldwide Global Color Vote that will let citizens of 78 countries vote on which of three colors -- purple, pink or aqua -- gets added to the product mix.
Although promotional packaging is already on shelves and media attention has been strong, the voting doesn't begin until March 6. Consumers will be able to cast their votes at mms.com (which will be accessible in more than 15 languages), through a toll-free hotline, at kiosks in participating retail locations, and via mail. Specially marked packages will contain samples of the nominees.
M&M's first global marketing effort boasts unified advertising, p.r., direct, retail, sponsorship, and online components, "but different countries will adapt the program in different ways," says Masterfoods spokesperson Michelle Weese.
The polls close May 31. The winning color will be announced June 19 at an event in New York City and start a six-month run in packaging in August. Masterfoods will decide later if it gets permanent placement alongside green, red, yellow, brown, orange, and blue-the last of which was added in a similar voting campaign in 1995.
New York City's Grey Interactive, Porter Novelli, and BBDO handle the online efforts, p.r., and ads, respectively; TJ Paul, Rydal, PA, handles retail activity.
