The lighter side of dark M&M's
Mars focuses on fun as it adds dark chocolate to its permanent M&M's collection.
NEW YORK (CNNMoney.com) -- A new ad campaign launched by the owner of the M&M's brand aims to make eating dark chocolate a scream.
M&M's is offering 2 million dark chocolate M&M's for the return of "The Scream," a painting by Edvard Munch that was stolen from the Munch Museum in Oslo, Norway, in 2004.
The campaign accompanies the permanent addition of dark chocolate candies to the M&M's product line, which was announced earlier this month.
"We've received tremendous interest from consumers to make M&M's Dark Chocolate a permanent offering," Michele Kessler, vice president of marketing at Masterfoods USA, said in a statement.
Masterfoods USA owns the M&M's brand and is a part of closely held food manufacturer Mars, Inc.
The campaign aims to bring some fun into the dark chocolate category, which is perceived to be more serious, Masterfoods said.