M&M’s adds to its crew

The Mars Canada brand is promoting its new character, Ms. Brown, with a campaign launching in early February.

Mars Canada is adding a new character to its M&M’s candy crew later this month, but not before making consumers guess a bit.

The candy company has revealed a few details about Ms. Brown, the sixth M&M’s character in advance of her Jan. 30 Facebook debut and Feb. 6 launch of the ad campaign, with media by MediaCom and creative by BBDO New York and Toronto, Chantal Templeton, brand director, M&M’S, Mars Canada, tells MiC.

“Ms. Brown has been working in the background for 70 years as our chief chocolate officer while the other candies have held the limelight,” she says. “This is the first time we have been able to do something like this in more than a decade.”

The new character will be revealed on Facebook via live-streamed events in New York and Los Angeles, says Templeton.

The campaign includes conventional and specialty English and French TV and a print and digital campaign running in partnership with Cineplex, featuring ads in Cineplex magazine and pre-roll videos on Cineplex.com, says Templeton.

Templeton says the campaign builds off the M&M’s message of “irresistable chocolate fun” which has also been seen in the 2010 Online Scavenger Hunt for Find Red.