Tuesday, June 1, 2010

Always Fun Branding

I’m an admitted chocoholic. I’ve always been a fan of M&Ms; it's chocolate with my name—or at least an initial—on it. As a marketer (and a consumer), it’s hard not to love the M&M commercials. Have you seen the M&Ms election spots? The M&Ms characters, or rather “spokes candies,” display various political campaign styles, reflective of their different personalities: Blue is “a vote for you”; Green “works the polls”; Red is a revolutionary, etc. The “Vote for your Favorite Candidate” promotion and $50k incentive elicits consumer engagement. The website does a good job of introducing the characters, although I think there’s so much more fun they could have with it. The campaign is very funny, smart and timely. Icons are a classic way to build a brand, and Mars is a successful market leader as a result. This creative campaign is very playful, and really brings home the tagline, “Always Fun.”

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