M&M’s Planned to Sweeten the Super Bowl with Women-Friendly Candies
NetBase Quid? recently completed its annual Global Consumer Insights survey. When 321 senior marketers were asked if consumer insights make their campaigns more successful, nearly a third (31.11%) said no or don’t know. It is concerning that so many marketers don’t understand the value of monitoring market response to a campaign, as even the most innocuous ideas can have unintended and far-reaching consequences.
As we can see from M&M’s campaign to change their spokescandies ahead of their 2023 Super Bowl ad, it’s important to pay attention to each and every campaign, or else you too may find yourself wrestling with regaining control of a narrative that has spun out of control.
So, what happened?
In September, Mars introduced a new purple M&M meant to represent acceptance and inclusivity. At the same time, they changed out green M&M’s knee-high heeled boots for sneakers and brown M&M's stilettos for shorter heels.
The week following the introduction of the purple M&M, response was primary neutral or positive.
But if M&M’s was monitoring the negative sentiment towards the purple candy at that time, they would have been able to see a storm brewing on the horizon.
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