M&M’s announce cinema sponsorship deal
Confectionary giant M&M’s has announced that it is to sponsor “From the Red Carpet”, a 60 sec show which interviews film stars in advance of the main feature, for a seven figure sum.
The move comes as the chocolate brand prepares to open its flagship store in Leicestershire Square this summer and will give the sweet firm exposure to up to 58m cinema goers over 12 month.
A spokesman for the parent firm Mars enthused: “M&M’s benefits from two lovable characters that audiences instantly recognise and engage with. The brand is synonymous with film, whether it be at home or in the cinema, and our link with the ‘FTRC’ show allows us to reach consumers in a completely new and different way.”
Abbott Mead Vickers BBDO will design the campaign which will run in the UK from April 1.