Mars crowdsources new colour coatings for M&M’s in Facebook campaign

M&M’s has allowed its fans to choose the colours that they want to see in M&M’s packs.  It turned to social media to poll its fans on its Facebook page.Their choices were sold in limited edition bags throughout December.


‘From December 2011 through January 2012, M&M’S Brand asked their community of more than 2.5 million Facebook fans to decide which combination of chocolate shell colours should be featured together in their new 8oz packages for a limited time. When the votes were tallied, the winning colours included three existing fan favourites – blue, red and green – as well as three new colours – purple, aqua and dark pink. The vibrant new M&M’S colour mix will be featured in 8 oz. M&M’S Milk Chocolate and Peanut pouches, available in select stores later this month and nationwide next month.

"M&M’S fans have always been very passionate about the colours of our delicious chocolate candies," said Roy Benin, Chief Consumer Officer, Mars Chocolate North America.  "This election year was the perfect opportunity to allow our fans to express their opinions about their favourite colours – and we are excited to create this new M&M’S colour mix based on their response.  While the outcome provided an even split between traditional favourites and bold new options, we’re sure fans will have fun debating the choices with every bite."

The winning colours were green, blue, red, purple, dark pink and aqua according to confectionary news


Eileen is a social social media strategist and consultant at Amastra, a columnist at ZDNet and author of Working The Crowd: Social Media Marketing for Business. Contact Eileen to find out how she can elevate your brand and help your business become more social.