Shopper Marketing - July 2017 - 88
than ever" and streams social media feeds
employing the official #unsquarecaramel
launch hashtag (though fans are heavily
employing an #mmscaramel hashtag). "Buy
now" buttons for a single "sharing size"
bag or 24-pack link to corresponding ecommerce product pages within Walmart.
com. The retailer's website also hosts a display ad carrying a "buy now" link.
The caramel M&M's are the first "filling"
to permanently join the brand's lineup.
Mars' consumer research showed the candy as having the highest purchase intent
of any M&M's brand variant ever, and the
manufacturer expects it to drive total category incremental sales by providing a new
reason to shop for chocolate, according to
Among national marketing support,
M&M's used an attention-grabbing marketing tactic on the candy's general launch
day by handing out samples at an event in
New York's Times Square that transformed
billboards into an augmented reality vintage gaming arcade using the mobile application Blippar. Consumers can still scan
packages of the caramel candies with the
app to unlock the experience, which is in-
y SHOPPER MARKETING JULY 2017
tended to provide the same nostalgic feeling as is represented by the caramel flavor.
The launch campaign from BBDO New
York also included TV spots as well as print,
digital and outdoor ads.
In other category news, Mars rival Hershey Co. also recently rolled out a major
new product: the Hershey's Cookie Layer
Crunch bar. Like caramel M&M's, Hershey's
new treat also received some of the highest consumer testing scores of any product
the company has ever launched.
For its launch, the brand commanded
secondary merchandising space across
channels on a variety of displays with similar creative, including four-ways outfitted
with side panels at Walmart, table displays
at Walgreens, a pallet display at Sam's
Club, shelf trays at CVS/pharmacy, case
stacks at supermarkets such as Kroger and
Albertsons Cos.' Jewel-Osco, floorstands
at Target, racks at Speedway and power
wings at Dollar General. TV (Havas/Arnold Worldwide), print and digital advertising supported the launch.
Both products were first unveiled at
the National Association of Convenience
Stores annual show last fall.