M&M/Mars readies U.S. Celebrations

Pollack, Judan; Wentz, Laurel; Petrecca, Laura
August 1999
Advertising Age;8/16/1999, Vol. 70 Issue 34, p1
Trade Publication
This article reports on the plan of M&M/Mars to introduce new product lines in the U.S. for 2000. The company plans to launch Celebrations, an innovative mix of miniature candy brands now sold in Europe that the marketer is considering bringing to the U.S. by 2000. Bringing Celebrations to the U.S. would not be simple as it sounds. It is currently marketed in a popcorn-style box, which contains mini versions of candy bars sized and cellophane-wrapped in the style of hard candy. Moreover, the product mix will require change since the European Celebrations contains only two varieties now sold in the U.S.


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