Salty and Sweet
Today was one of those days where I was extremely proud to be an experiential marketer. Check out this very creative product launch for M&M’s new Pretzel. Superb tie in with American Idol and the first public appearance of the winner and finalists. The project was featured today in the Wall Street Journal:
Paul Quitoriano for The Wall Street Journal
From the article:
The singers traveled into the giant candy via a hydraulic lift. Runner-up Crystal Bowersox and winner Lee Dewyze sang “Falling Softly” from the movie “Once.” Mr. James and Mr. Lynche sang “Have You Ever Really Loved a Woman?” from the movie “Don Juan DeMarco.” The rest of the Idols sang something with the lyrics “la, la, la.”
Alan Kercinik, the creative director for Weber Shandwick, said the event had been in the works since September. “The whole idea was ‘There’s something new inside the M&M,’” he explained. “What’s the dramatic way of showing that?”
Developing the giant M&M stage, “We had to take into account the engineering creative design, the internal trust structure, the hoist lifting system, the cold air inflation process,” said Craig Rice, Vice President of Operations for Synergy Events, which executed the project.
A few years ago, Synergy created a 50-foot-tall M&M Statue of Liberty that floated in the Hudson River. Mr. Rice and his associates said the pretzel project took three months and cost in the six figures.
As for the actual M&M, added Mr. Rice, “I just tried them and I love the unique taste.”
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