Tap in to Your Customer’s Ego to Tap in to their Wallet: A Lesson From M&Ms

Starting next month, we’re all going to be able to print our face on that iconic candy that does (in fact) melt in your hands – M&Ms.

M&M Faces allows consumers to upload a photo to MyMMs.com and print it on a batch of M&Ms with a personalized message. (Oh, the possibilities….)

This is marketing genius on so many levels, but here are my top two:

1.) M&Ms understands that we are now in a consumer-driven marketplace where customization is king.

2.) M&Ms understands that their product itself isn’t all that groundbreaking (i.e., candy-coated chocolate), so they’re setting themselves apart with truly groundbreaking promotions.

So, for being one of the first companies to truly initiate a dialogue with customers – anybody remember the contest where you could vote for the next M&M color? – and for keeping the conversation going – see above and BecomeanMM.com - kudos the folks at M&Ms!

Hmmm.... Wasn't there a candy bar called Kudos at one point?