Masterfoods’ M&Ms has signed actress Pamela Anderson to be the brand’s ambassador for the launch of a new product, Green Mix M&Ms.
The new campaign for Green Mix, created by Clemenger BBDO, focuses on the claimed aphrodisiac effects of green M&Ms and introduces a sexy new animated character, Miss Green.
Anderson will jet into Australia for Valentine’s Day to launch the product, which M&Ms said will have 75% more green M&Ms in every packet.
The $2.8m marketing push is a fully integrated, through-the-line campaign which will include PR, in-store point of sale, a two-minute TV interview with Miss Green, TV advertising, radio sponsorship and a number of unique integrated magazine activities, including a New Woman 64-page mini-magazine, a special Oscars edition of NW and a raunchy FHM centrefold.
Clemenger BBDO account director, Ricci Meldrum, said the TVCs, which feature Dancing with the Stars’ Kym Johnson and will air from February for seven weeks, was created in the US with the rest of the media created locally.
“The Miss Green character was launched in the States in the late 90s and has become a very popular figure, playing on the rumours that green M&Ms are an aphrodisiac. The brief was to find someone who could leverage Miss Green and we thought Pamela Anderson would be the perfect choice because she is so sexy,” Meldrum said.
