New M&M's Crunchy Cookie

Source: M&M’s

Well this is a big YUM … a new flavor of M&M’s called Crunchy Cookie. Yes, M&M’s with pieces of crunched up cookies inside! YUM. Can you tell I’m a fan?

And here’s another big YUM … to launch the brand’s newest flavor, M&M’s teamed up with Milk’s beloved founder Christina Tosi to make/bake/create a limited edition cookie using the new Crunchy Cookie M&M’s.

Source: M&M’s

Got my attention. BTW, if you don’t know the brand Milk, it is a limited chain of bakeries that specialize in chocolate chip cookies. So pairing these two brands bring them both an equity boost. The brand awareness of M&M’s boosts the more limited awareness of Milk and the premium equity of Milk boosts the appetite appeal of M&M’s. Match made in crunchy cookie heaven. The exact result brands should get from such collaborations.

What’s your experience? JIM