M&m is ready to launch a brand new fragrance, but instead make a decision for consumers, the brand is giving fans of the candy a chance to vote on your favorite flavor of crisp raspberry crunchy, crispy espresso or crisp mint. While fans worldwide can vote for their favorite, the ones in new York have a chance to truly experience what each aroma, taste, smells and even feels like using a pop-up experience in new York.
“The event itself, because our fans love for m&M to be part of how we create the taste,” said Tania Berman, Vice-President of chocolate at Mars. “We get ideas all the time with them, whether in social [or] online, even people write for us because they love the variety and taste.”
M&m conducted a similar vote in 2016, the fans voted for a new coffee, nuts, chocolate flavor, peanut candy brand says has been a huge success. This time they wanted the fans of M&M was more involved in the experience. So, exciting pop-UPS was born.
The taste experience is everything you expect from brand to pop up, including three special cocktails inspired by the three new flavors (complete with crushed m&M along the edge of the glass) and some M&M style snacks like mini crispy crimson style grilled cheese and crunchy mint ice cream sandwich.
There are three specialised rooms inside, one for each taste. When you enter each room You are immediately struck coming from mint, coffee or raspberry, respectively. Each room is filled with M&M for fans to enjoy before they make their way from the experience and vote for your favorite flavor.
Of course, there are many Instagram-worthy moments in pop-up window, as all the space feels designed for social media. Espresso room has a giant crispy branded coffee Cup m&M And a giant furry brown pillow inside, ideal for lovers to sit and photograph. There is also the giant espresso machine filling one of the rooms corners and bright pink bean bags piled high in the sky on the other.
The fragrance experience is open until 22 April in the new York neighborhood of SOHO, and voting for the winner of the taste is open until may 25.
Raquel Beauchamp Beauchamp Raquel Raquel Beauchamp