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M&M’s Ms. Brown in US holiday promo

Wednesday April 29, 2015 at 11:53am
As part of the ongoing M&M’s Character Election campaign, brand character Ms. Brown is launching limited edition packs of M&M’s offering consumers the chance to win US family holidays. Ms. Brown’s limited edition M&M’s chocolate pouches, treatbags and sharing bags will contain red, white and blue M&M’s to represent the colours of the US flag. These promotional packs will offer consumers the chance win trips to New York, Orlando or Las Vegas and to visit M&M’s World for an exclusive VIP introduction to Ms. Brown herself. Bep Dhaliwal, Trade Communications Manager at Mars Chocolate UK, says: “Building on the success of our Character Election campaign, we’ve launched limited edition Ms. Brown M&M’s to keep the public excited about the new character. We know that M&M’s limited editions perform well, as last year we saw an uplift in sales of our Brazil M&M’s packs.” Promotional packs will be on sale from May 18, 2015. The Ms. Brown competition opens June 22 and closes August 18. The holiday prize is for two adults and two children up to the age of 16, including four star hotel accommodation, in either New York, Las Vegas or Orlando, at the winner’s choice. All three locations have M&M World themed outlets, and the winner will also get to meet Ms. Brown ‘in person’. Mars will be supporting the launch of Ms. Brown limited edition packs with a TV ad featuring Ms. Brown which will be on air for 26 weeks. Further support for retailers includes PoS units, dumpbins, counter top units and wobblers. Throughout 2015, the M&M’s brand is being supported by an £8m media investment. Ms. Brown is the sixth and latest of the M&M’s brand characters to be introduced, appearing in 2012 as Chief Chocolate Officer.
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