Alex Glaum
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M&Ms

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Research


 
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So how can M&Ms connect at an individual level to drive impulse purchases?

Capitalize on a point of differentiation.


 
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Space travel creates big opportunities for brands…

but M&Ms has yet to capitalize on them.

 
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Why does space exploration garner so much interest worldwide?


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Campaign


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By focusing on space exploration, M&Ms will be able to capitalize on the longevity of the never ending search through the universe.

 
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With every purchase of Milk Chocolate or Peanut M&Ms, 5% of all proceeds will go towards NASA research.

 
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The Team:

What I contributed:

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  • Data analysis - a deep dive into impulse purchases and the trends and opportunities of the category

  • Marketing executions - tactics, scalability

  • Presenting - to the board of Don Just and the rest of the CBM class

  • Hype man - provided enthusiastic energy and excitement for the project