M&M'S brought three limited-edition crunchy flavors to shelves and invited fans to crown a winner — building on the momentum of an earlier flavor election tied to the brand's 75th anniversary.
Campaign snapshot
Consumers could vote daily among bold crunchy varieties — each coated in classic colorful shells with differentiated crisp centers and flavor cues.
Prior flavor vote
The first vote (2016) collected more than one million submissions and crowned Coffee Nut as the peanut lineup fan favorite — proving appetite for participatory launches.
How to vote
Fans could engage through flavorvote.mms.com — uploading selfies with playful stickers, selecting favorites directly, texting VOTE to 84444 (where available per rules), and amplifying picks with campaign hashtags.
Daily limits and eligibility details were governed by official rules published for the promotion window.
CFA Promo
Voting mechanics blend promotional law, channel integrations, and moderation considerations — CFA Promo helps sponsors keep execution disciplined.