MMs Kicks Off Yearlong 75th Anniversary Campaign

HACKETTSTOWN, NJ -- Mars Chocolate North America is celebrating the 75th anniversary of its iconic M&M's candy with the launch of the largest marketing campaign in the brand's history. The yearlong "Celebrate with M" puts a modern twist on an iconic classic, with a focus on continuing to build brand awareness among millennial and Generation Z consumers.

The campaign kicked off on Feb. 26 with the release of "Candyman," a modern remake of Sammy Davis Jr.'s 1972 song. The remake features multiplatinum, Grammy award-winning artist Zedd and Grammy-nominated musician and songwriter Aloe Blacc in partnership with M&M's.

As of Feb. 29, fans can get in on the action by following the #CelebratewithM hashtag and the M&M's social media pages for birthday surprises, exclusive access to experiences, and a say in the next M&M's flavor to hit store shelves.

"M&M's collaboration with Aloe Blacc and Zedd was not about creating a soundtrack for a new television spot. Rather, it's about inspiring a new generation of fans to sing along and celebrate with us," said Mars Chocolate North America vice-president of marketing Berta de Pablos-Barbier. "It was also our ambition to be 'digital first' as we were able to create an incredible amount of engaging content through this partnership that will enable us to be culturally relevant with millennials and Gen Z fans."

"Candyman" is available for download on iTunes and streaming on Spotify. The single is accompanied by a full-length music video featuring Aloe Blacc, Zedd and M&M's characters Red and Yellow and on an ad via the brand's YouTube channel.

The M&M's brand launched retro packaging in February, with six designs each for plain and peanut, inspired by the brand's 75-year heritage and history from the 1940s to the 1990s.

Fans will have the chance to vote for the first-ever limited edition M&M's peanut variety -- Chili Nut, Honey Nut or Coffee Nut -- via social media. From Mar. 1 to June 17, fans will be encouraged to buy and taste all four and then vote on their favorite. The winner will be available by August.

For the second year, the M&M's brand will partner with NBC and Comic Relief as a title sponsor to raise awareness and money for the Red Nose Day Fund, an organization that helps to uplift children out of poverty. In 2015, the M&M'S Brand donated more than $1.3 million dollars to Red Nose Day charities.

To honor M&M's origin as a military ration during World War II, Mars Chocolate will donate $750,000 worth of product to Operation Gratitude for inclusion in military care packages throughout 2016.

"For 75 years, our fans have made M&M's the iconic and beloved chocolate brand it is today," said De Pablos-Barbier. "We aren't satisfied with solely looking back on our history as America's favorite chocolate candies. We are looking to the next 75 years of innovation and transformation to engage, entice and excite consumers of today and tomorrow."