The 'Flavor Vote' Promotion Allows Fans to Choose the Next M&M’s Flavour
Katherine Pendrill — March 29, 2016 — Marketing
References: marspresskit & foodbev
Mars Chocolate North America is giving fans an opportunity to choose the next M&M's Peanut flavor as part of its Flavor Vote campaign. The competition not only gives fans a chance to provide input on the newest flavor, but it also gives them an opportunity to try out three delicious new M&M's.
As part of the competition, consumers will be asked to sample new honey nut, coffee nut and chili nut flavors. Fans can then vote for their favorite online or via text. Those who cast their vote will subsequently be entered into a contest for $100,000 and the chance to be crowned the official M&M's taste tester.
Timed to coincide with the brand's 75th anniversary, the Flavor Vote promotion gives fans across the US a unique way to interact with the brand.
As part of the competition, consumers will be asked to sample new honey nut, coffee nut and chili nut flavors. Fans can then vote for their favorite online or via text. Those who cast their vote will subsequently be entered into a contest for $100,000 and the chance to be crowned the official M&M's taste tester.
Timed to coincide with the brand's 75th anniversary, the Flavor Vote promotion gives fans across the US a unique way to interact with the brand.
Trend Themes
1. Fan-picked Flavors - Allowing consumers to choose product flavors through fan voting provides a personalized experience and enhances brand engagement.
2. Interactive Marketing Campaigns - Engaging consumers through interactive marketing campaigns like flavor voting creates excitement and generates buzz for brands.
3. Crowdsourced Innovation - Leveraging the power of crowdsourcing to determine product flavors not only increases consumer involvement but also taps into collective creativity.
Industry Implications
1. Food and Beverage - The food and beverage industry can explore fan voting to innovate new flavors that cater to consumer preferences and preferences.
2. Confectionery - The confectionery industry can utilize fan voting to gather consumer insights and create unique and exciting flavor variations for their products.
3. Marketing and Advertising - The marketing and advertising industry can benefit from developing interactive campaigns that enable consumers to have a say in product development and brand experience.
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