Shoppers to see naked M&Ms22 Feb 2010, Posted by News in
TorchMedia worked in conjunction with Starcom MediaVest to develop the Mars M&M’s ‘Bare All’ campaign, which appears during February / March across 100 Torchlites.
TorchMedia is the exclusive retail media supplier for the campaign, which appears in major shopping centres including Westfield Chatswood, Hornsby, Parramatta, and Bondi Junction in NSW, Westfield Chermside and North Lakes in Queensland, and Westfield Doncaster, Southland and Geelong in Victoria.
The posters have been lithographically printed two-flip (i.e. with two different images), and incorporate 3D animation. Viewed from one angle, the posters show the recognisable characters of Red, Yellow, Blue, Green and Orange. Viewed from another, the M&M’s are ‘naked’ and the campaign’s call to action appears, “Search for the naked M&M’s”. The promotion invites viewers to buy a promotional ‘Bare All’ pack, and find ‘naked’ uncoated M&M’s inside to win $20,000.
“Mars are at the forefront of innovation in the retail space, particularly in developing creative executions that leverage the shopping environment. We’ve seen this across both their confectionery brands and their pet food brands” said Cameron Baxter, National Sales Director at TorchMedia.
The campaign is the first to utilise lenticular posters within Torchlites. At approximately 1.5m tall and 1m wide, the M&M’s brand and its ‘Bare All’ promotion are guaranteed strong visual impact in the shopping environment.