Today Mars Chocolate North America introduced M&M'S® Brand's new integrated marketing campaign called 'Better With M™,' which includes a new 30 second television commercial that will air during the first quarter of Super Bowl XLVII.
"'Better With M' showcases how M&M'S irresistible chocolate makes moments more fun and delicious," said Roy Benin, Chief Consumer Officer, Mars Chocolate North America. "The 'Better With M' story is delivered through our colorful spokescandies, whose irresistible chocolate always makes moments even better – be they watching the Super Bowl, baking cookies, gathering the family together for a movie or even tailgating."
In addition to the Super Bowl ad, which was created by BBDO New York, highlights of the year-long 'Better With M' campaign include multiple English and Spanish television, print and digital ads, in-store displays, consumer promotions and multiple social initiatives focused on Facebook and the hashtag, #betterwithmms. The first television ad from the new campaign – starring Ms. Brown – will being airing today.
A cornerstone of the campaign is a new cause-related marketing effort designed to make 'America Better With M' by funding the construction of Habitat for Humanity homes across the nation. As part of the initiative, M&M'S is also encouraging, as well as incentivizing fans to help 'M-Prove America' by volunteering at Habitat job sites nationwide.
"'Better With M' represents one of the largest marketing efforts in M&M'S history," added Benin. "We're confident our full range of communications and activities will excite consumers from the Super Bowl all the way through next winter's holiday season."
Agency: BBDO New York
Chief Creative Officer: David Lubars
Executive Creative Director: Tim Bayne
Executive Creative Director: Lauren Connolly
Associate Creative Director: Paul Bartow
Art Director: Jonathan Bjelland
Executive Producer: Chris Lenz
Assistant Producer: Patrick Smith
Executive Music Producer: Melissa Chester
Senior Account Director: Susannah Keller
Account Director: Amanda Cruz
Account Manager: Nicole Aniades
Account Executive: Tani Nelson
Production Company: Traktor
Executive Producer: Richard Ulfvengren
Head of Production: Rani Melendez
Editing Company : PS260
Editor: JJ Lask
Producer: Laura Patterson
Executive Producer: Zarina Mark
Director: Kirk Kelly
Producer: Zilpha Yost
Color Grade: Co3
Colorist: Stefan Sonnenfeld