• by OMMA Magazine Writers , August 22, 2011

In 2010, Mars launched Pretzel m&m's and enlisted bbdo to spearhead content integration. The goal was to create more connections among consumers to Pretzel m&m's when they thought about their "usual" salty snacks - pretzels, chips and nuts. The target: 25- to 49-year-olds who are looking for a good time and who tend to use snacks and drinks to facilitate relationships. There were custom videos on the site, among other features. The campaign created an astounding 48-percent rise in unaided awareness.