HACKETTSTOWN, N.J., March 4, 2014 /PRNewswire/ -- What do you do when seemingly the entire world wants to eat you? You get an insurance policy, that's what. (Or at least you try.) Today, Mars Chocolate North America unveiled a genre-busting new television commercial for M&M'S® Chocolate Candies which features M&M'S® Brand "spokescandy" Ms. Brown demanding an insurance quote from another equally iconic advertising character, the GEICO Gecko.
The humorous :30-second commercial is the brainchild of BBDO New York and Mars Chocolate North America, who collaborated with the private passenger auto insurance company GEICO to bring together Ms. Brown and the Gecko. The spot highlights the irresistible chocolate of M&M'S in an eye-opening, head-turning way that represents one of the most memorable advertising "mash-ups" to date – one that even offers yet another surprise cameo from GEICO's "Hump Day" camel at the end.
"Fans know and love the M&M'S characters and our commercials, but we're constantly searching for new ways to capture their attention and express how irresistible M&M'S Chocolate Candies really are," said Roy Benin, Chief Consumer Officer, Mars Chocolate North America. "The sudden appearance of the GEICO Gecko in an M&M'S commercial is a bit of subtle misdirection that will resonate with consumers in a surprising, enjoyable manner."
"The M&M spokescandies are recognized and beloved the world over, so if our Gecko and Camel were ever going to appear in someone else's commercial, this seemed like the perfect opportunity," said Ted Ward, Vice President, Marketing for GEICO. "During the years, these icons have amassed considerable brand equity but rarely outside of their familiar surroundings. We hope this spot will reveal an entertaining and unexpected twist for consumers and I know the Gecko was flattered to have been asked."
Ms. Brown was introduced to audiences during a 2012 Super Bowl commercial as the brainy, tough Chief Chocolate Officer of M&M'S Brand. Meanwhile, the Gecko has gained a loyal following since his early days due to his affable personality and intriguing, downright-impossible-to-place accent.
About Mars, Incorporated
In 1911, Frank C. Mars made the first Mars candies in his Tacoma, Washington kitchen and established Mars' first roots as a confectionery company. In the 1920s, Forrest E. Mars, Sr. joined his father in business and together they launched the MILKY WAY® bar. In 1932, Forrest, Sr. moved to the United Kingdom with a dream of building a business based on the objective of creating a "mutuality of benefits for all stakeholders" – this objective serves as the foundation of Mars, Incorporated today. Based in McLean, Virginia, Mars has net sales of more than $33 billion, six business segments including Petcare, Chocolate, Wrigley, Food, Drinks, Symbioscience, and more than 72,000 Associates worldwide that are putting its Principles into action to make a difference for people and the planet through its performance.
Mars brands include: Petcare – PEDIGREE®, ROYAL CANIN®, WHISKAS®, KITEKAT®, BANFIELD® Pet Hospital and NUTRO®; Chocolate – M&M'S®, SNICKERS®, DOVE®, GALAXY®, MARS®, MILKY WAY® and TWIX®; Wrigley – DOUBLEMINT®, EXTRA®, ORBIT® and 5™ chewing gums, SKITTLES® and STARBURST® candies, and ALTOIDS® AND LIFESAVERS® mints. Food – UNCLE BEN'S®, DOLMIO®, EBLY®, MASTERFOODS®, SEEDS OF CHANGE® and ROYCO®; Drinks – ALTERRA COFFEE ROASTERS™, THE BRIGHT TEA COMPANY™, KLIX® and FLAVIA®; Symbioscience – COCOAVIA™ and WISDOM PANEL™.
For more information, please visit www.mars.com. Follow us: facebook.com/mars, twitter.com/marsglobal, youtube.com/mars, linkedin.com/company/mars
GEICO (Government Employees Insurance Company) is a member of the Berkshire Hathaway family of companies and is the third-largest private passenger auto insurance company in the United States. GEICO, which was founded in 1936, provides millions of auto insurance quotes to U.S. drivers annually. The company is pleased to serve more than 12 million private passenger customers and insures more than 20 million vehicles (auto & cycle).
- Consumer Discretionary