McLean, VA — Mars, Inc. is leveraging the popularity of M&M’s and the brand’s “spokescandies” Red and Yellow in Fans of Wind, a global advertising campaign to promote wind power.
The TV advertisings are part of the Sustainable in a Generation plan, which Mars is investing nearly $1 billion in during the coming years. The project aims to tackle “urgent threats including climate change, poverty in supply chains and scarcity of resources,” according to the company.
“Through our much-loved M&M’s brand, we can inspire consumers on this important topic and shite the spotlight on renewable energy — one of the solutions that will help us tackle climate change and meet the UN Sustainable Development Goals,” says Mars, Inc. CEO Grant F. Reid.
The campaign will use the well-known brand mascots to promote the “power of renewable energy and highlight the need for action in addressing climate change,” according to the company.
On the renewable energy front, Mars currently purchases enough wind power to offset the electricity needs for all U.S. production of M&M’s. In U.S. and UK markets operations are completely powered by renewable energy with additional production sites to be added in the coming year, the company reports. Mars accomplish this through its Mesquite Creek 118-turbine wind farm near Lamesa, TX, and its Moy wind farm in the Scottish Highlands.
The ads will begin appearing later this year and into 2018. Additionally, consumers visiting M&M’s World stores will be able to purchase limited-edition Fans of Wind items.
“It’s rare to see product personalities become the voice of a cause – but we believe the campaign will help Mars and M&M’S explain our commitment to sustainable business efforts in a fun, relatable way,” says Tanya Berman, vice-president, chocolate, Mars Wrigley. “Consumers are increasingly aware of the big issues our planet faces and expect the brands they care about to take action. This is one way we can raise awareness and bring color to the conversation around how renewable energy can counteract climate change.”