M&M's Creative Book

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Research on M&M's Mini for Campaign

Transcript of M&M's Creative Book

  • Created by:Julie Peterson, Amy Westover & Megan Peterson

  • MarCom Matrix

    01

    ContentsTable of

    0102030405060708091011

    History and MissionObjectives, Strategies and Structure / Financial Details

    Past AdvertisingPresent Advertising

    BrandingCompetitors

    CopyTarget Market

    Target Market ContinuedConclusion

    Credit

    Big Idea:-M&Ms Minis Mega Pack-Mini things come in Mega Packages-The idea is a new container for M&Ms Minis that will have a larger quantity. This will appeal to those who want more value for purchase. It will appeal to busy Moms. It will be a convenient size for fitting into cup holders.

    Sales Promotion:-M&Ms Minis Mega Pack- will incorporate the T.V. commercial. If the customer finds 1 of 5 Mega Packs with original sized M&Ms they will win $1,000.

    Public Relations:-Mini things come in Mega Packages- M&Ms Minis will be donating to N.I.C.U.s across the country. The idea behind this campaign is to show that even tiny babies have mega strength and the will to fight for life.

    Advertising:Television Ads- will work hand in hand with our sales promotion. It will show the M&Ms Minis capturing the original M&Ms because they have doubled in quantity.

    Magazine Ad/Web/Billboard- the ads will portray the slogan -Mini things come in Mega Packages-. It will show that M&Ms Minis Mega Pack will provide more quantity.

    Radio- M&Ms Minis radio ad will advertise for M&Ms Minis event, the Mini Mega Party that will be held at the four different M&Ms World locations. This advertisement is an announcer/DJ that is explaining how awesome the event is going to be. He will give all the details, day, place, time, events, etc.

    Directmail:-Mini things come in Mega Packages- M&Ms Minis will be mailing out to residential neighborhoods. Targeting families and young adults. It will be sending a Mega (larger then normal) coupon giving 50 cents off one new M&Ms Minis Mega Pack.

    Event Marketing:-M&Ms Minis Mega Party- At each of the four M&Ms World locations there will be a grand introduction of the M&Ms Minis in mega packaging. It will be a Mega party with banners, balloons, free things, huge sales, giant firework show and bands there to play music at each of the locations in Las Vegas, New York, Orlando and London. Raffle winners will receive 10 pounds of free M&Ms Minis. -Mini things come in Mega packages.- This event will attract a ton of tourist that are in the area wanting to see the firework show and get a bunch of free stuff and sales on the M&M merchandise.

    New Media: Pinterest- M&Ms Minis will create an account that will focus on recipes with M&Ms Minis. It will also include craft ideas for the M&Ms Minis packages. M&Ms Minis will come up with a game app. The M&Ms Minis will go on adventures where the goal is to trap the original M&Ms. Adventures will include extreme sports.

    M&Ms Minis will create the traditional Social Media accounts. They will introduce the new -M&Ms Minis Mega Pack.- Examples of these accounts include Facebook, Twitter and YouTube.

  • Advertisement TelevisionStory Board

    02 03

    Objective:The purpose of the TV commercial is to introduce the new product packaging as well as announce the sales promotion. This will rebrand M&Ms Minis with a higher value and give the product a refreshed novelty. It shows a slice of life for the M&Ms cast yet again attempting to capture the Minis. It incorporates the typical branding of the M&Ms mascots as well as continues the original Minis adventures.

    TV

  • Radio Spot Advertising

    04 05

    CopyObjective:M&Ms Minis radio ad will advertise for M&Ms Minis event, the Mini Mega Party that will be held at the four different M&Ms World locations. Each radio ad will be tailored for each region of the four different worlds in Las Vegas, New York, Orlando and London. This advertisement is an announcer/DJ that is explaining how awesome the event is going to be. He will give all the details, day, place, time, events, etc. The approach was chosen because this is how a lot of big events and parties are advertised for in Las Vegas. This radio advertisement will draw a lot of tourists and young adults to the Mini Mega Party because they listen to the radio often.

    Event:M&Ms Minis Mega Party will have at each of the four M&Ms World locations a grand introduction of the M&Ms Minis in mega packaging. It will be a Mega party with banners, balloons, free things, huge sales, giant firework show and bands there to play music at each of the locations in Las Vegas, New York, Orlando and London. Raffle winners will receive 10 pounds of free M&Ms Minis. The slogan, Mini things come in Mega packages, will be the theme. This event will attract a ton of tourist that are in the area wanting to see the firework show and get a bunch of free stuff and sales on the M&M merchandise.

    Social Media: will advertise for this event as well.

    Radio Ad:M&Ms MinisMini things come in Mega packages. Advertisment for the Mini M&Ms Mega Party. SFX: UPBEAT, LIVELY, HIP-HOP MUSIC IN BACKGROUND. Announcer: Check out the all-new Mini M&Ms all new packaging in Mega tubes. Get the brand new Minis at the Mini Mega Party in (Las Vegas) at M&M World, January 24th! Get raffle tickets online at MiniMegaParty.com. Raffle winners will receive 10 pounds of Mini M&Ms. Free giveaways, merchandise discounts and more! M&Ms firework show starts at 10 PM. Dont miss the event of the year. The M&M Minis Mega Party, introducing the new M&M Minis giant tube in Las Vegas January 24th. Check it out at MiniMegaParty.com.

  • Direct Mail

    06 07

    Advertise-Print

    Example

    Mega Packs:

    Print Ad/Direct Mail:M&Ms Minis will be mailing out to residential neighborhoods. The goal is to target families and young adults. The idea behind the direct mail piece is to introduce M&Ms Minis big idea: M&Ms Minis Mega Pack and slogan: Mini things come in Mega Packages.-M&Ms Minis Mega Pack will be sending a Mega (larger then normal) coupon giving 50 cents off one new M&Ms Minis Mega Pack. Below are examples of the new Mega Packs. Like the original M&Ms Minis, the package will be produced in a variety of bright colors.

  • Conclusion CreditSources

    Image Sources: http://www.ehow.com/facts_5129722_invented-mms-candy.html http://www.coloribus.com/adsarchive/prints/mms-minis-comic-8600105/resizes/1024/ http://adsoftheworld.com/media/print/mms_minis_family_2 http://www.chacha.com/question/how-much-does-the-mars-candy-company-make http://www.flickr.com/photos/klingon65/4501915887/

    Account Planners:Julie PetersonMegan PetersonAmy Westover

    10 11

    Creative Platform:M&Ms Minis Mega PackMini things come in Mega PackagesThrough research we discovered that customers were disappointed with the quantity that M&Ms Minis offered. M&Ms Minis creative campaign will be addressing this issue by having M&Ms Minis launch a new package. The big idea will give customers a larger quantity. This will appeal to those who want more value for purchase. It will appeal to busy Moms. It will be a convenient size for fitting into cup holders. It is perfect for those on the go because of the ability to reseal the packaging. The Creative platform will convey this message to our target market.