For the next iteration of the M&M’s brand’s “Year of Peanut” campaign, Mars Chocolate North America is celebrating soccer fandom with the U.S. launch of M-Ball, a brightly colored M&M’s-shaped soccer ball.
Retailers nationwide will feature "Win an M-Ball" displays with instant-win snap-tags, offering fans a chance to scan with their smartphone for a chance to win. Consumers can also enter online via M&M’s Facebook page.
"The arrival of M-Ball continues the momentum of our 'Year of Peanut' campaign and puts a peanutty spin on one of the world's favorite sports," said Seth Klugherz, senior director, M&M's Brand Chocolate Candies. "The special qualities of M-Ball make it one of a kind, which is a great reflection of our brand since only 1 in 100 peanuts is lucky enough to be an M&M'S Peanut."
In support of the promotion, the brand has teamed up with members of the LA Galaxy and the Philadelphia Union to create an online video series, in which the pro soccer stars perform traditional soccer skills with the uniquely shaped M-Ball.
In addition to the M-Ball launch, the "Year of Peanut" campaign has also featured a star-studded event on New Year's Eve in Atlanta – the unofficial peanut capital of the nation – and a humorous online video series called the "Search for the One," starring actor and comedian David Koechner.