Charting a Confectionary Course with Mars/M&Ms

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Mars, Incorporated, the iconic multinational confectionary manufacturer, engaged Boombox to enhance overall brand engagement with a consumer trial of the full M&M’S, Snickers, and Dove ice-cream product lines. We developed and deployed a 4-year program, The Summer of Fun Tour, to strategically selected markets and negotiated sponsorship venues.

Our tour featured two 50s-style classic ice cream trucks, a fleet of six branded contemporary ice cream trucks, two refrigerated support vehicles, and ice cream carts and bikes. At each location, we engaged consumers and delivered free samples of Snickers, Dove, and M&M’s ice cream products. We also created a pop-up ice cream parlor for larger consumer events, trade engagements, and PR programming.

The Summer of Fun Tour visited 100+ key sampling outlets ranging from theme parks to sporting events, fairs to musical festivals, and beaches to boardwalks. We generated additional PR coverage and public interest by integrating celebrity appearances along the tour, such as David Ortiz and Mario Lopez.

In total, we distributed more than 3.5 million samples, gave out 7 million coupons, and earned more than 100 million PR impressions.

PR Impressions

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