New colours will be rolled out globally in March, with the launch in
Taiwan scheduled later this year.
"M&M's will be introducing some really interesting new colours and this campaign will give consumers in Taiwan the chance to vote for their favourite colours,
said Jerry Yee, interactive director of OMD, the
agency behind the campaign. "The campaign will also use two-way
messaging for greater interaction with the consumer and will be running
as part of a global campaign. This is a really integrated campaign
because users will go online and then to their mobile phones to vote.
There will also be an overlap when the TVC runs at the same time. In the
meantime, we will maintain a dialogue with consumers by sending them
messages."