More than 10 million consumers from 200-plus countries entered the M&M’s Global Color Vote, which concluded last week when Hackettstown, NJ-based Masterfoods USA announced purple as the winning color at a gala party in New York City.
Purple, which garnered 41 percent of the vote (compared with aqua’s 38 percent and pink’s 19 percent), will be added to M&M’s packaging for a six-month run starting in August. Masterfoods will decide later if purple gets permanent placement alongside green, red, yellow, brown, orange, and blue-the last of which was added in a similar voting campaign in 1995.
The three-month campaign (detailed in PROMO’s April cover story) was the biggest in the brand’s 61-year history. The effort was handled by New York City shops Grey Interactive (online), Porter Novelli (p.r.), and BBDO (ads), along with Rydal, PA-based TJ Paul for retail activity and Garden City, NY-based D.L. Blair for administration.
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