M&Ms show their salty side

06/21/2010 | New York Times (tiered subscription model), The

Mars is launching a version of M&Ms featuring pretzel nuggets lurking inside the iconic candy shell with a blockbuster campaign from longtime ad shop BBDO New York. According to Mars, the marketing blitz is the confectioner's priciest and most extensive in 10 years, and includes TV, digital, print and in-theater ads alongside sponsorship of the "American Idol" tour. TV spots are appearing on broadcast and cable, as well as on Spanish-language networks.

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New York Times (tiered subscription model), The

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