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Unwrapping M&M's Super Bowl Magic: How to Manage A Legacy Brand with Jessica Adelman
Manage episode 399897709 series 2756647
M&M’s is Gen Z’s favorite brand. Its spokescandies are beloved by all, so much so that any minor change to their cadence can cause a political discourse and polarize the nation. How does a legacy brand stay relevant in the modern world and remain pervasive in the minds of millions?
In honor of the upcoming Super Bowl, we’re revisiting the 2023 M&M Super Bowl campaign with Jessica Adelman, Senior Vice President of Corporate Affairs and Communications at Mars Wrigley. She gives insights into the captivating integrated advertising strategy, as well as tips for how world-famous brands can charm their audiences while remaining authentic to their corporate purpose.
Featuring:
Jessica Adelman, Senior Vice President, Corporate Affairs at Mars Wrigley
Host:
Fred Cook (@fredcook), Chairman Emeritus of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations
Follow us: @Center4PR (Twitter, Facebook and Instagram)
Newsletter: News from the USC Center for Public Relations
Visit our website: https://annenberg.usc.edu/research/center-public-relations
A production of the USC Annenberg Center for Public Relations at the University of Southern California.
35 episoade
Manage episode 399897709 series 2756647
M&M’s is Gen Z’s favorite brand. Its spokescandies are beloved by all, so much so that any minor change to their cadence can cause a political discourse and polarize the nation. How does a legacy brand stay relevant in the modern world and remain pervasive in the minds of millions?
In honor of the upcoming Super Bowl, we’re revisiting the 2023 M&M Super Bowl campaign with Jessica Adelman, Senior Vice President of Corporate Affairs and Communications at Mars Wrigley. She gives insights into the captivating integrated advertising strategy, as well as tips for how world-famous brands can charm their audiences while remaining authentic to their corporate purpose.
Featuring:
Jessica Adelman, Senior Vice President, Corporate Affairs at Mars Wrigley
Host:
Fred Cook (@fredcook), Chairman Emeritus of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations
Follow us: @Center4PR (Twitter, Facebook and Instagram)
Newsletter: News from the USC Center for Public Relations
Visit our website: https://annenberg.usc.edu/research/center-public-relations
A production of the USC Annenberg Center for Public Relations at the University of Southern California.
35 episoade
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1 Strengthening workplace culture through communication, with David Michaelson, PhD 35:38
1 A Deep Dive into Gen Z's Scrolls with Day One Agency's Josh Rosenberg 26:47
1 Unwrapping M&M's Super Bowl Magic: How to Manage A Legacy Brand with Jessica Adelman 36:40
1 2024 Relevance Report Discussion: Welcome to AI 57:20
1 How AI is transforming the future of PR and communications 25:58
1 PR & Its Role in Mental Health Support 40:04
1 Making an Impact: Grubhub, NBCUniversal, and Union Pacific Railroad on Corporate Social Engagement 35:19
1 Public Relations in the Age of Social Media with TikTok Satirist ColorMeLoverly 39:05
1 Driving Corporate Activism with Lyft's Dominic Carr 26:32
1 The Future of Corporate Activism 48:13
1 Building With Purpose: Elyse Cohen of Rare Beauty 29:26
1 Combating Media Bias with Vanessa Otero of Ad Fontes Media 32:46
1 Brand Purpose Best Practices with Burghardt Tenderich and Julia Kiefaber 34:23
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