M&M'S Dares to Go to the Dark (Chocolate) Side for Episode III
December 13, 2004
As next year's premiere of Star Wars: Episode III Revenge of the Sith rapidly approaches, Masterfoods USA is preparing for its own premiere of dark chocolate M&M'S® Brand Candies and a promotion dubbed "The Star Wars M-Pire." As an official promotional partner for the May 19, 2005 release of the final Star Wars film, Masterfoods USA will engage fans with the ultimate inter-galactic adventure.
The highlight of the Star Wars M-Pire promotion is the world debut of M&M'S® Chocolate Candies in dark chocolate. Wrapped around the chocolate core will be color mixes that represent different sides of the Force: lighter colors around milk chocolate represent the light side-following Jedi, and darker colors with dark chocolate centers represent the dark side-loving Sith.
For collectors, 72 collectible packages will be available in-store beginning April 2, 2005. These packages will showcase the loveable M&M'S® Brand Characters in a variety of Star Wars costumes and movie scenarios, and will feature exclusive under-the-wrapper "Galactic Gossip" -- Star Wars movie trivia and fun facts about the M&M'S® Brand.
Masterfoods USA is also working to create specialized Star Wars merchandise and novelty items in conjunction with Hasbro. Other collectible items will include M&M'S® Minis tubes with Star Wars character tops and lightsabers, and more--some of which was showcased at this year's National Association of Convenience Stores Show in Las Vegas.
"M&M'S is already an out-of-this-world brand, and working with Lucasfilm to celebrate the legacy of Star Wars takes us to a whole new dimension," said Janis Smith-Gomez, Vice President of Marketing, Masterfoods USA. "It's a thrill to bring this exciting Star Wars experience into the homes of millions of Americans."
"This is a huge win for Star Wars and M&M'S fans, who span several generations and range in the millions," said Tom Warner, Director of Marketing for Lucasfilm. "Revenge of the Sith is the final Episode of Star Wars, so we wanted to have a lot of fun celebrating the entire saga. We're very excited about the programs Masterfoods has put in place to share the fun."
The Masterfoods USA/Star Wars promotion also includes activities for its SKITTLES® and KUDOS® brands. SKITTLES® packages will have a one-time use code that allows access to a "Hunt for Grievous" online video game at skittles.com and a chance to collect 48 original packages. Consumers who find a KUDOS® bar not covered in chocolate -- truly an "imbalance of the Force" -- will win a Star Wars family vacation. Each of the six different KUDOS® flavors will have unique packaging and feature collectible cards.
The M-Pire promotion will be supported with a full-scale media effort, including national broadcast, print and online advertising, public relations, interactive media, in-store displays and a NASCAR partnership.
Keep checking starwars.com for more details about this exciting new promotion.
