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Confectionary and pet food maker Mars Wrigley drew much debate earlier this year when it sought to develop a generational connection for its biggest brand M&M’s. This saw the redevelopment of the M&M’s brand mascots as a way to improve their representation.
The company’s North American president Anton Vincent reveals that within four days of releasing the new look for its M&M’s characters, the brand received between 8 and 9 billion impressions.
Vincent spoke with Adweek about the significant response and the work that goes on behind-the-scenes as the 111-year old conglomerate works to ensure each of its brands is culturally relevant and engaging for younger consumers in order to safeguard its future.
Resonance and Principles
Much of the company’s most established brands resonate especially with younger consumers.
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