CASE STUDY: M&M's label themselves as the 'popcorn' of gaming

Provided by Time Inc. UK
M&M's partnered with EA Games to reinforce the message that M&M's is THE snack for gaming; using magazines to target men 18-35.
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What was the Challenge / Background of the Campaign?

To strengthen the Mars M&M's brand in the UK, the management team formed an association strategy - they wanted to become the 'popcorn' of gaming. Advertorials were run over a 3 month period in men's lifestyle and specialist titles supported by a couple of magazine websites. Mars also formed an ideal partnership with EA Games, giving rise to attractive competitions drawing 18-35 year olds to the M&M brand. The campaign successfully positioned M&M's in the gaming arena and showed a positive trend in the propensity to purchase. Find out more...

What was the Campaign Objective?

To increase sales among 18-35 year olds by supporting and growing the Mars M&M's brand.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsEntire campaign managed to reach 2.8m 18-35 yr old men
16 - 24
25 - 34
Male
ABC1
C2
DE
MAGS / CONSUMER
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBRAND ATTITUDE
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