Situation: M&M’s was looking to increase sales among one of their core consumer segments: Hispanic women 18-35.
Insight: Like most women, Hispanic women love celebrity award shows. The Alma Awards is the equivalent to the Grammys, Emmys and Oscars mixed into one award show honoring Hispanic super stars.
Execution: Developed consumer promotion for a chance to “Live Like a Star” and win a VIP trip for 2 to the Alma Awards; program extensions included advertising and retail executions.
• Drove incremental volume 18% during promotional period
• Promotion had one of the highest rates of participation in M&M’s history
• Program also resulted in some great celebrity brand endorsements and exposure