CVS, M&M's Bridge the Holidays Together

CVS/pharmacy joined with Mars Inc.'s M&M's this fall for an exclusive program spanning two holiday seasons.The program centers on an "M&M's Photo App" with augmented reality functionality that lets smartphone users take and share virtual photos of themselves adorned with seasonal accoutrements alongside brand "spokescandy" Ms. Brown. (See Related Images at right.)The app first became available on Sept. 1, allowing participants to add Halloween props such as devil's horns, a cowboy hat or Ms. Brown's signature glasses. It switched to a holiday theme on Nov. 1, with the options shifting to a stovepipe hat and carrot nose, reindeer antlers, a red nose and a Santa Claus hat.In stores, endcap headers for Halloween and gravity-fed shelf trays for the holidays carried a QR code linking to downloads of the app (via the iTunes App Store or Google Play). Downloaders must initially point their phone’s camera at the image of Ms. Brown on the P-O-P materials to activate the app, which then can be used anywhere.When the app is in use, Ms. Brown occasionally pops in to plug M&M's and CVS with quips such as "Here's a scary thought: a Halloween party without M&M's chocolate candies. I shudder to think about it. Pick some up at CVS today."CVS has been showcasing Ms. Brown in co-marketing activity since M&M's unveiled the new character in early 2012. (See "Ms. Brown Plugs …" in Related Articles.)Meanwhile, CVS kicked off its overall Halloween efforts in mid-September with themed circular features spotlighting candy from Mars (M&M's, Snickers, Dove and Skittles), Hershey Co. (Reese's and Kit Kat) and Nestlé (Butterfinger and Crunch). The features pushed ExtraBucks incentives for ExtraCare loyalty cardholders.Costumes and decorations were also highlighted throughout the season, with themed features moving to the front page for the last three weeks of October; Coca-Cola products received special attention in the features. Dedicated emails on Oct. 5 and Oct. 29 linked to a landing page of Halloween products on cvs.com.In stores, confections from Mars, Hershey and Nestlé were merchandised prominently via endcaps, dump bins and shippers in addition to commanding much of the space on seasonal shelves. Ceiling signs touted "Halloween Savings" while headers invited shoppers to "Save here if you dare." Mars earned prime placement through customized floorstands, including the promotional dump bins that have become permanent companions to ExtraCare Coupon Center kiosks. (See Related Images at right.)Stores also held two-hour events on Oct. 21 in which families attending in costume received a free photo and Halloween "fun pack" (valued at $5) with any purchase. The events were promoted through circular features and social media updates.

P2PI MEMBERS

JOIN P2PI

You May Also Like

M&M's Brings Another Holiday Movie Night to Amazon

CPG Partners Leverage Kroger for the Holidays