The M&M’s Color Purple

May 28, 2002

Traffic on the official M&M/Mars Web site increased 145 percent during the week ending 19 May. Visitors logged on to participate in the Global Color Vote for the newest M&M candy color, according to Nielsen/NetRatings. attracted 336,000 unique visitors as compared to 137,000 the week before.

Purple was the most popular color choice, as the voting page for purple captured 30 percent of the total visitors to the site. Nineteen percent of the site’s audience logged on to the aqua page, while the pink drew nine percent of visitors. The M&M site attracted an audience of which was more than two-thirds female.

Moderator Comment: What is your evaluation the promotional
effort behind the new M&M’s color selection process?

There are at least three kids (okay and one adult) in
New Jersey who pay full attention whenever the Australian outback commercial
comes on. Something about seeing the M&M’s characters getting hit by those boomerangs
really does it for them. [George
Anderson – Moderator

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