The 1999 launch of Crispy M&M's was seen as more than a mere rollout. Some saw it as a chance for Hackettstown, N.J.-based M&M/Mars to revitalize its brand.
The gas pump display with NASCAR graphics ties in the promotional Reese's Miniatures Hot Wheels Cane with number "94" Reese's Racing sponsored car to generate sales of the candy.
To create an in-store display that is unique, commands attention and ties in with the product concept to resemble a ladder. The display has generated awareness and visibility, which resulted in increased sales.
The size of this display and its theme worked as a backdrop for sales promotion events. Participating retailers reported more than a 30% increase in overall seasonal purchases.