ADWEEK House is headed to Las Vegas on January 8! Our house is your house to unwind, recharge and network during the industry’s largest consumer tech moment. RSVP.
Whether shoppers think they’re cute or controversial, M&M’s colorful mascots continue to produce positive results for the brand.
This is valuable throughout the year, but crucial during Halloween. In September, the National Retail Federation estimated consumers would spend $3.5 billion on candy this spooky season. That’s down from $3.6 billion in 2023, but up from $3.1 billion in 2022.
An ad from M&M’s featuring its newest Purple mascot, who tries not to overthink everything, generated 247% more viewer engagement—measured in online searches and website traffic—than the average candy commercial last week, according to TV ad performance company EDO.
The 15-second spot, which debuted in April, appeared more than 650 times on linear cable and broadcast television between October 28 through November 3.
Create Your Free Account
Registration Includes:
The Adweek Daily newsletter with must-read stories direct to your inbox. PLUS, limited access to Adweek.com articles, videos and podcasts.
Already a member? Sign in
