You are planning an ad campaign for M&M's candies using its well-known theme "Melts in your mouth, not in your hand." Given the likely target audience of people who eat chocolate candy, which brand attitude strategy best fits this campaign?

Question

Quizplus · Accepted Answer

The "Melts in your mouth, not in your hand" slogan emphasizes the convenience and pleasure of eating M&M's without any mess. Therefore, the brand attitude strategy of low-involvement/transformational, which emphasizes sensory and emotional benefits, would be the best fit for this campaign. It is likely that consumers already know what M&M's are and do not require much information about the product. The focus of the campaign should be on how M&M's can enhance their experience and provide a moment of pleasure.

You Are Planning an Ad Campaign for M&M's Candies Using