MediaCom brings real-time reactions from the M&M’s spokes candies during the commercial breaks at the Academy Awards

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The effort includes two 15-second spots set to run during the pre-Oscars red carpet broadcast on ABC and six 15-second spots featured throughout the Academy Awards.

The campaign highlights the limited-edition “messages” packaging M&M’s began rolling out to stores in late January.

The Mars Wrigley brand is the newest example of an advertiser looking for a way to stand out with a large audience watching live during an event, with last year having nearly 30 million Americans tune in. According to Disney, M&M’s has the most ad units of any food marketer during the Oscars and is the only food brand with customized experiences.

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