Notes from the Mediascape: Yanks putting selves on M&Ms

Consumers are being invited to order batches of candy bearing their own mugs and personal messages.

Mars Snackfood USA wowed last week’s All Candy Expo in Chicago by cranking the engagement stakes up a notch.

Beginning in June, US consumers will be able to upload photos to a microsite and order batches of M&Ms bearing their own images plus personal messages. An integrated campaign from the company’s American AOR will promote the initiative.

‘This is the biggest idea at the [National Confectioners] show,’ crowed Jim Cass, VP/GM of New Jersey-HQ’d Mars Direct, which manages My M&Ms projects. The consumers aren’t re-creating the brand, they enhance it. The brand essence is fun, and they simply redefine that.’