The partnership is designed to raise the profile of the brand’s M&M’S Peanut variety and centers on a unique relationship between the newest Bachelor – Juan Pablo Galavis – and the M&M’S Peanut spokescandy, Yellow.
Throughout this season of “The Bachelor,” Yellow will be featured in four, thirty-second video vignettes during commercial breaks, where he, Juan Pablo and series host Chris Harrison hang out in the iconic “Bachelor” mansion, discuss women and bond over their shared experience of being irresistible.
“This is the perfect partnership because both Yellow and ‘The Bachelor’ are irresistible,” said Seth Klugherz, Senior Director, M&M’S Chocolate Candies. “Yellow also knows a thing or two about worrying about being picked – in fact only 1 in 100 peanuts is lucky enough to find their way into a bag of M&M’S Peanut.”
In addition to the video vignettes, M&M’S will support the partnership through print advertorials in People and Us Weekly, as well as social content on a custom M&M’S Facebook tab and Yellow’s Twitter feed. The partnership will continue across the shows’ and talents’ digital platforms, including M&M’S branding on “The Bachelor” site section of ABC.com and “The Bachelor” Twitter feed.