Shopper Marketing - July 2017 - 86
Gets Mass Support
Mars Inc. activates at Meijer and Walmart as
brand's caramel product debuts nationally
By Institute staff
Mars Inc.'s caramel-filled M&M's
recently hit shelves across the U.S.
The manufacturer focused heavily
on mass merchants for the debut,
giving Meijer an early launch window and Walmart an extensive PO-P program.
The candy landed in Meijer
stores on April 23, weeks ahead of
the May 11 national release. Meijer previewed the launch on April
19 with a 23-minute live Facebook
broadcast from the brand's factory
in Topeka, Kansas. The event was hosted by
Bobby Parrish of the FlavCity YouTube channel and pop musician Maddi Jane. An April 18
Twitter update previewed the video, which
had been viewed more than 551,000 times
as of May 28. Parrish shared a new recipe for
no bake caramel M&M's truffles during the
broadcast while Jane debuted a song.
In the confectionery aisles of stores, floor
clings touted the candy as "coming soon."
Post-launch, the candy was stocked on a
y SHOPPER MARKETING JULY 2017
dedicated endcap and a pallet display in
Meijer's action alley. A web page within
Meijer.com supports the launch and had offered a 50- cent mPerks digital coupon valid
through May 27.
At Walmart, violators positioned next
to existing M&M's products in the confectionery aisle teased the candy's imminent
arrival. After its launch, the brand secured
secondary merchandising space at various
locations in stores.