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The M&Ms Candy Cow Promotion
“Candy” the M&M Candy Cow was the first-ever
designed fiberglass bovine, the prototype for Cow Parade mania which is
sweeping the world.
For M&M Mars, Michael created a life size fiberglass cow covered with 66,000 M&M candies, each adhered by hand with the "m" logo on each candy facing outward. Candy the Cow earned M&M Mars $1 million in free publicity and anchored the company's milk chocolate nutrition awareness campaign, based on the strategic premise: "There's a lot of milk in milk chocolate."
She was created as an exhibit for New York State's Erie County Fair. Before being transported from Michael's NYC studio to Buffalo, the 8 foot candy cow was photographed and reported on as news by Newsweek Magazine (which called her "udderly amazing" and quoted the promotion's strategic premise verbatim). Other media jumped in including the New York Post (half a page of photos), UPI and WABC TV. Candy then appeared on national tv as a live "guest" on "Live with Regis and Kathie Lee," where millionaire man Regis Philbin "interviewed" her and affirmed the nutritional value of milk chocolate (click on the insert to view a clip of the show).
At the fair, visitors waited on line for as long as 30 minutes to catch an excited peek at the chocolate bovine. The exhibit was the fair's most popular attraction, and local news programs reported on the waiting time needed to see the life-size candy marvel.
Candy was the prototype for Cow Parade mania, that whimsical urbanized advertising idea where publicity hungry municipalities and museums display decorated cattle at every convenient traffic intersection. Dozens of cities worldwide have succumbed to this madness, inspired by our M&M cow, including Zurich, Taipei, Rome, Hong Kong, Chicago, New York, London, Sydney, Houston, Las Vegas, Atlanta, San Antonio and even Lima, Peru.
We can create a custom cow as the central theme for your product, corporate or community service event. Cows are great mascots for practically any important occasion, including launches, mergers, IPOs. anniversaries, retirements, company picnics and fundraisers. Cows can even pay for themselves through raffles and contests, and can be custom-created to capture the theme or personality being celebrated. And like Candy, our cows can successfully energize practically any marketing or sales promotion initative.
For more information, call Michael at 973-276-9472 to discuss the moo-ving possibilities of enlisting a cow to help promote your next campaign.
Agency partner: Rowland Worldwide
Account supervision: Robin Brecker, Mark Weiss, Linda Paternoster
