M&M's have been sweetening consumers' palates and making them smile since they were first introduced in 1941. Now, M&M's goes on-line where you can order your sweets in your favorite color with your personalized message: www.mars.be
The idea is nice and fits with the brand equity (colorful chocolate fun). It creates some WoM and makes the consumer rediscover the brand. As the brand is older and became out of fashion, this is a good way to increase brand consideration again.
I was disappointed though by the poor execution:
The world wide known M&M’s look&feel (e.g. the packaging you find in your supermarket) is completely lost. The site and the event packaging are branded, but not “truly” branded. This means, if you would take the logo away (or “smash your brand, as Martin Lindstrom would say), would a consumer still recognize this is an M&M’s site?
And where are the famous M&M’s characters? They are the key to the success of the brand. The "cast" of characters reinforces the distinctive product quality and overall brand essence as well as creates a strong bond between M&M's and consumers. They are fun, quirky, cross all age barriers and appeal to both sexes. In stead of a static website with a boring 1-2-3-4 step description, the funny characters could have leaded the consumer through the process.
The idea is nice and fits with the brand equity (colorful chocolate fun). It creates some WoM and makes the consumer rediscover the brand. As the brand is older and became out of fashion, this is a good way to increase brand consideration again.
I was disappointed though by the poor execution:
The world wide known M&M’s look&feel (e.g. the packaging you find in your supermarket) is completely lost. The site and the event packaging are branded, but not “truly” branded. This means, if you would take the logo away (or “smash your brand, as Martin Lindstrom would say), would a consumer still recognize this is an M&M’s site?
And where are the famous M&M’s characters? They are the key to the success of the brand. The "cast" of characters reinforces the distinctive product quality and overall brand essence as well as creates a strong bond between M&M's and consumers. They are fun, quirky, cross all age barriers and appeal to both sexes. In stead of a static website with a boring 1-2-3-4 step description, the funny characters could have leaded the consumer through the process.
Last but not least: why M&M’s on the Mars homepage? Why not create a fully dedicated micro-site?
2 comments:
Mars used to have a microsite dedicated to the personalisation of m&m's. It was even funnier than this one 'cause it worked with the M&M characters you are mentioning here. You could choose a body type, a colour, glaces etc.
I found it!
http://www.becomeanmm.com/
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