May 22, 2008

Mars to Allow People to Print their Faces on M&Ms

At this week's National Confectioners Association All Candy Expo, Mars announced that it will be taking their personalization of M&Ms program to the next level with "M&M Faces." Now you can write personal messages on M&Ms, but with M&M Faces you'll be able to upload a photo and put it on a batch of M&Ms. The program is set to launch next month.

"The consumers aren't recreating the brand, they enhance it," said Cass. "The brand essence is fun, and they simply redefine that," says Jim Cass, Mars Direct's VP. Kudos for understanding how consumers interact with THEIR brand guys.

From BRANDWEEK