M&M's $45 MILLION CAMPAIGN TO PICK NEW COLOR

Consumers Worldwide Asked to Choose Between Pink, Purple or Aqua

By Published on .

NEW YORK (AdAge.com) -- Masterfoods USA, Hackettstown, N.J., today announced a $45 million global promotion to determine the next color of its M&M's chocolate candies.

Beginning March 6, Masterfoods will use a combination of advertising, public relations, in-store promotions, event marketing and Internet efforts to offer consumers in 78 countries the chance to choose between pink, purple or aqua M&M's.

Voters will be able to log on to www.mms.com, or make their choice by mail, telephone or at kiosks at select locations.

The company in 1995 conducted a nationwide vote to determine what color would replace the tan color offered in the candy assortment. Blue was the winning hue.

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