In an extension of the "Inner M"
advertising campaign, M&M's is bringing in two celebrities, Wilmer Valderrama and Cristina, in a pitch for Hispanic consumers.
Valderrama, known for his acting role as Fez in the sitcom That '70s Show, and Saralegui, host of her own Spanish language TV talk show called Cristina, will appear in print ads portraying their "Inner M."
Ads will run in People En Español magazine, among other Spanish language locations. Additionally, M&M's will be a sponsor of the 2008 ALMA Awards in September, which celebrate the artistic achievements of Latinos in motion pictures, television and music.
M&M's, which is marketed by Masterfoods USA, Hackettstown, N.J., launched the "Inner M"
campaign in January to display the "fun side of life"
by making ads more personal. Online, at www.mms.com, consumers can personalize and create their own M&M's by using a variety of candy shapes, colors, hair, and accessories.
"Wilmer Valderrama and Christina Saralegui are great brand ambassadors,"
said Michelle Kessler, marketing vp at Masterfoods' Mars Snackfood U.S. division, in a written statement. "They embrace life with passion and humor, and their ‘Inner M' reflects those characteristics."
Valderrama's ad in the July issue of People En Español will feature his M&M replica surrounded by fans as he is walks down a red carpet runway.
Previous ads have featured M&M characterizations of celebrities such as Nascar driver Kyle Busch, Super Bowl commentators Howie Long and Jimmy Johnson, Hollywood award season red carpet co-costs Lisa Rinna and Joey Fatone, and master griller Bobby Flay. Valderrama and Saralegui are the first celebrities used in targeting the Hispanic market.
Valderrama described his "Inner M"
as "rich in culture, flavor, and softness. [I embrace it] by not ever forgetting who I am and what I am made of. And what I taste like on the inside . . . which I am sure is culturally delicious."
Saralegui's ad breaks in People En Español in early October, depicting her "Inner M"
as a bright yellow lentil with matching pumps and a microphone in hand.
Last year, Masterfoods spent $99 million on advertising for M&M's (not including online), per Nielsen Monitor-Plus, and $35 million January-April this year
