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  • WHAT:
    M&M’S® Brand "Flavor Vote" Promotion
  • DESCRIPTION:
    During the 2016 presidential election season, four M&M’S® Brand Chocolate Peanut varieties - Chili Nut, Honey Nut, Coffee Nut and Original Peanut - are going head-to-head in a consumer promotion to determine America’s Favorite Peanut.
    Throughout the voting period of March 1 to June 17, consumers are encouraged to purchase each flavor and vote for their favorite via text and the M&M’S® Brand Facebook page. The winning flavor will be available as open stock and in mixed display cases in August 2016.
    The “Flavor Vote” promotion is backed by major marketing support over an eight-month period. Key elements include TV advertising, FSIs, promotional radio, celebrity influence, sampling, public relations and social media.
  • WHEN:
    Vote Phase: March 1 to June 17, 2016
    Winner Phase: in market August 2016
  • WHY:
    The promotion leverages an iconic brand and the M&M’S® Characters - America’s most beloved “Spokes Creatures.”1 M&M’S® Brand is the #1 global confectionery brand and is growing twice as fast as the category.2 Similar programs, such as the popular M&M’S® Character Vote in 2010, resulted in more than 3.5 million votes, generated excitement for the brand and increased sales for the brand and category.
    The three new flavors were winners during testing. Coffee, America’s #1 flavored beverage,3 had the highest overall purchase intent in quantitative testing; 4 chili, the “sweet heat” top-five flavor trend in 2015,5 was a leading flavor concept in focus groups;6 and honey was the most frequently requested flavor in focus groups.6
    The M&M’S® “Flavor Vote” promotion is geared toward Millennial generation consumers (the largest in U.S. history with 92 million people -- ages 15-35) who are creating an evolution in snacking. These consumers want brand manufacturers to ask for input on new products, enjoy trying new or ethnic cuisines and are four times more likely to share opinions on social media. This generation has declined in both penetration and buy rate over the last four years in the Chocolate category, indicating an opportunity for growth.
  • SUGGESTED RETAIL PRICE:
    Vote Phase
    $0.99 - $1.09 for 1.84-oz. Singles
    $3.79-$3.99 for 11.4-oz Medium Bag
    Winner Phase
    $1.69-$1.79 for 3.27-oz. Sharing Size
    $3.79-$3.99 for 10.2-oz Medium Bag
  • SHIPPING/DISPLAY INFORMATION:
    Vote Phase Displays
    Open Stock:
    36 Ct./Case M&M’S® Brand Peanut Singles
    24 Ct./Case M&M’S® Brand Honey Peanut Singles
    24 Ct./Case M&M’S® Brand Coffee Peanut Singles
    24 Ct./Case M&M’S® Brand Chili Peanut Singles
    24 Ct./Case M&M’S® Brand Peanut Medium Bags
    24 Ct./Case M&M’S® Brand Honey Peanut Medium Bags
    24 Ct./Case M&M’S® Brand Coffee Peanut Medium Bags
    24 Ct./Case M&M’S® Brand Chili Peanut Medium Bags
    Immediate Consumption Displays:
    72 Ct. M&M’S® Brand Mixed Singles PDQ
    192 Ct. M&M’S® Brand Mixed Singles Powerwing Floorstand
    120 Ct. M&M’S® Brand Mixed Singles Sidewing
    120 Ct. M&M’S® Brand Mixed Singles Skinny Tower
    192 Ct. M&M’S® Brand Mixed Singles RTA
    Future Consumption Displays:
    36 Ct. M&M’S® Brand Peanut Medium Bag DRC
    36 Ct. M&M’S® Brand Coffee Peanut Medium Bag DRC
    36 Ct. M&M’S® Brand Honey Peanut Medium Bag DRC
    36 Ct. M&M’S® Brand Chili Nut Medium Bag DRC
    288 Ct. M&M’S® Brand Mixed Medium Bag Qtr. Pallet


    1. Nielsen Scan xAOC incl Conv, $ sales, YTD 5/2/15, Nielsen Panel, Penetration, L52 w/e 5/6/15
    2. Nielsen Scan, xAOC incl Con, $ sales, YTD 5/16
    3. The NPD Group’s National Eating Trends® In-Home/Away-From-Home database, Year Ending Feb. 2014
    4. Candy Dish iCommunity: M&M’S® Flavor Vote Naming Options, January 2015
    5. Flavor Trends to Watch in 2015
    6. Flavor Vote Topline Summary from Focus Groups, December 17-18 2014

  • MEDIA CONTACT:
    Ampy Vasquez (973) 691-3536
    Karen Haggerty (770) 579-9897 karen@pinpointcom.net