Families around the world have different traditions to celebrate the holidays, from baking cookies to preparing recipes to watching their favorite movies. Mars, Incorporated, the world’s leading manufacturer of chocolate, chewing gum, mints, and fruity confections, wanted to use the holiday season to help promote their candy product, M&M’S, as a favorite movie-time snack, and they turned to Amazon Ads to make that marketing goal come to life.
At CES, one of the most influential technology conferences in the world, Amazon Ads sat down with brand leaders and agency partners in our content studio to discuss ways they are connecting with audiences, staying top of mind, and inspiring brand love and loyalty. At the 2023 conference, we interviewed Ron Amram, senior director and global head of media for Mars, to learn more about how Mars uses creative marketing strategies and innovative solutions to build brand excitement for M&M’S.
During his conversation with Amazon Ads, Amram shared the goals, strategies, and tactics Mars used in order to increase consideration, conversion, and brand love for M&M’S in “M&M’S Movie Night campaign.” The brand brought back the campaign, which had originally launched in 2021, the following year due to its inaugural success. Dive into his interview below.