Masterfoods USA is to permanently introduce a dark chocolate variant of its M&M’s candy brand.
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The company claims to have received more than 30,000 inquiries from consumers about dark chocolate M&M’s, which were made available for a limited time last year
“We’ve received tremendous interest from consumers to make M&M’s Dark Chocolate a permanent offering,” said Michele Kessler, vice president of marketing at Masterfoods USA.
The brand launched its ad campaign at New York City’s famous Guggenheim Museum, with a print ad that used the masterpiece, Edvard Munch’s ‘The Scream.’ The ad features “Red,” the M&M’s character, unexpectedly playing hopscotch in the background of the celebrated work of art.
As part of the campaign, the brand is offering a reward of 2 million dark chocolate M&M’s for the return of the painting, which was stolen on 22 August, 2004 from the Munch Museum in Oslo, Norway.
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