Circle K, M&M's Encourage Voting
Circle K is helping drum up support for Mars Inc.'s national M&M's "Flavor Vote" program by offering a deal on the purchase of two candy SKUs.
In stores, account-specific rack headers positioned above M&M's floorstands tout the deal and encourage shoppers to try the brand's three new limited-edition "crunchy" flavors: espresso, raspberry and mint. A March 12 email from Circle K touted the deal, which ends May 1.
The aforementioned email and in-store P-O-P materials also encourage consumers to vote for their favorite flavor. Voting runs through May 25 via promotional site flavorvote.mms.com, by text, or on Twitter or Instagram using hashtags #VoteCrunchyMint, #VoteCrunchyEspresso and #VoteCrunchyRaspberry. The winning flavor will be revealed in August and will continue to be sold at stores nationwide for an 18-month period.
The SKUs rolled out to select retailers — including Circle K and channel rival 7-Eleven — on March 7, and will launch nationally April 1.