Personalised M&M’s to build a greater connection with the consumer

Posted by Daniel Palmer on 10th July 2008

Mars Direct Inc., a division of Mars Snackfood US, has recently announced the launch of MY M&M’S Faces – a new innovation in personalisation, which allows consumers to put their favorite faces on M&M’S Chocolate Candies.

The innovation is an attempt by Mars to build a greater connection between consumers and their M&M brand, and provides differentiation in the increasingly crowded confectionery marketplace.

The product is only available online and the creation is made possible after consumers upload photo portraits of themselves or loved ones. In addition to the picture, Mars can combine the images with two to three custom messages to create a personalised story-telling experience for special events like birthdays, weddings and the like. The product is then delivered to their customers.

From personalized TV programming to music, “make it yourself” content has been named one of most significant consumer trends of 2008 according to Mars Direct, Inc., has been offering improved chocolate personalization for a number of years via messages but the introduction of faces on candy is an innovative next step.

“With the launch of MY M&M’S Faces, we’re taking the personalization trend a step further and making an even more meaningful connection with customers,” Jim Cass, vice president and general manager of Mars Direct, claimed. “MY M&M’S Faces, together with customized messages, gives consumers the opportunity to create truly unique, highly personable moments.”

The price of the product is, not surprisingly, markedly higher than the average M&M bag, with a price of US$14.95 a bag.