HACKETTSTOWN, NJ: M&M's is tapping into the impending fervor for the sixth and final Star Wars release with a new dark chocolate version of the iconic candy.
Labeled "The Dark Side," the limited edition M&Ms will be made available April 2 to coincide with the movie's May 19 release. They will be on shelves for 10 weeks.
During that time, the traditional M&Ms will be re-labeled The Jedi Side.
Joan Buyce, PR Manager of M&M's company, Masterfoods USA, said her company has already begun pitching magazines with long lead times. Media outreach will be geared toward both parents and kids due to the cross-generational appeal of the Star Wars franchise.
The company may also pitch stories pegged to recent studies touting the health benefits of dark chocolate, Buyce added.
The candy brand is working with its AOR, Weber Shandwick, to promote the product.
The company is also planning non-traditional promotional approaches like guerilla marketing.