Limited-edition mint-crisp M&M gives tie-in to new Indiana Jones movie coming out May 22

by Teresa Gubbins

Not sure what's minty about Indiana Jones but the M&Ms are available in Dallas stores so we care.

Indiana Jones now comes with a hint of mint.

Nothing new about the opening of a big blockbuster-ish movie being accompanied by various marketing tie-ins. But this one -- relating to the new Indiana Jones film coming out this summer -- is moderately interesting because of the product itself: Limited Edition Mint Crisp M&Ms. They're pretty good.

Precedents:

Mars has done M&M-movie-promotions before: In May 2006, it introduced white-chocolate M&Ms (which were kinda bleh) as a tie-in to the Pirates of the Caribbean movie
At Christmas, Mars issued limited-edition mint M&Ms (not bad)
Back in 1998, Mars came out with a crispy version of M&Ms (also not bad)

These mint crisp ones come in green and white shells, chocolate inside, with a krispies-esque center (Cybele from Candy Blog has a good photo) that makes them light and crunchy, and they're not too sweet. The best thing might be the fact that their shape is not uniform. Some are bigger and some are smaller. "Rustic." Mass-produced items usually strive for symmetry so this makes for an appealing variation.

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Anonymous

twisteddog, says:

These look way more appealing than Harrison Ford. Almost anything does though.

Anonymous

1 year, 7 months ago
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Erin Rice, says:

<i>"Not sure what's minty about Indiana Jones..."</i>

A few degrees of simple guesstimation if you will:

Aristotle once believed that mint was an aphrodisiac, though it was largely reputed.

Mint is green, like the m&m's featured in this limited edition bag o'sweets. Similarly, the green m&m itself is supposedly an aphrodisiac.

In order to still find Harrison Ford "appealing" (to steal from twisteddog) you would need the collusion of these elements, mint and green m&m, in order to get women to the theaters. Devious, labido-based marketing in my opinion.