How do you sell M&Ms to Italians?
Problem:
Research:
Solution:
It’s 1986. Who would be the primary target for M&Ms?
Not mothers of small children: Italian mothers were loyal purchasers of Smarties - a product that was similar to M&Ms.
Not teens: Italian teenagers regarded Smarties as a childish candy.
Not adults: Italy had the lowest chocolate consumption in Western Europe. Chocolate was regarded as an indulgence and American chocolate was not preferred.
The research indicated American music, fashion, fast food, and movies dominated Italian teenage life.
For the Italian launch, M&Ms was marketed as the all-American teen fast snack.
Agency: Ted Bates Italia
