Path to Purchase Expo

September 26-28, 2017 | Donald E. Stephens Convention Center | Rosemont (Chicago) IL

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The Biggest Launch in M&M’s History: How to Personalize This National Launch for Key Retailers

B2
Date and Time: 
Wednesday, September 27, 2017 - 1:00pm to 1:45pm
Track: 
Shopper Marketing Best Practices

M&M’s executed its biggest launch in May 2017 with the introduction of M&M’s Caramel. Hear from these Mars shopper marketing managers who’ll discuss the importance of this national launch to the M&M’s franchise and the company overall. Learn how the shopper teams integrated with the national brand team to ensure the Caramel launch was seamless from above-the-line execution to shopper. Hear how the Caramel launch came to life with respective retailers. Examples will detail how to personalize a national launch for key retailers when the product launches in multiple retailers at the same time. Attendees will: 

  • Learn what the biggest launch in brand history means to business performance.
  • Learn how to integrate with national brand counterparts on a historical product launch.
  • Learn how to launch a new product with several key retailers when the product and timing are identical nationwide.
Speakers: 
Hannah McKee
Melissa Lozuke
Nicole Radley
Sheryl Hannam

Speaking at this Session

Sheryl Hannam

Shopper Marketing Manager
Mars Chocolate North America

Sheryl has been with Mars for 12 years, seven of those in marketing. Hannam provides strategic marketing guidance for key retailers in the convenience and cinema channels.

 

Melissa Lozuke

Melissa Lozuke

Shopper Marketing Manager
Mars Chocolate North America

Melissa Lozuke has been with Mars for 27 years. Lozuke provides strategic marketing guidance for key retailers in the grocery channel.

 
Hannah McKee

Hannah McKee

Shopper Marketing Manager
Mars Chocolate NA

Hannah McKee has nine years of CPG marketing experience, two of those with Mars. McKee provides strategic marketing guidance for key retailers in the grocery channel.

 

Nicole Radley

Nicole Radley

Shopper Marketing Manager
Mars Chocolate North America

Nicole Radley has nine years of CPG marketing experience, four of those with Mars. Radley provides strategic marketing guidance for key retailers in the drug channel.