M&Ms candies go Spanish for extended ad campaign

HACKETTSTOWN, N.J. Mars has launched a new campaign for its M&Ms candies that will run in English and in Spanish. A printed ad with the theme, “Uncover the fun inside yourself. Become an M&M” will also feature a caricature of Miami-born actor, Wilmer Valderrama.

An initial campaign, with the theme “There’s an M&M in everyone,” was launched in English in January 2007 by BBDO Worldwide of New York. The Spanish-language expansion ads will air next Monday. The budget of the new multi-lingual campaign has not been disclosed.

This campaign is the second run by Mars to be featured in English and Spanish—the first was for Snickers candy bars and launched in 2006.

Austin, Texas-based LatinWorks, partner to BBDO, will launch the campaign. A minority stake in LatinWorks is owned by Omnicom.