Mmm-commerce – How Sweet Can It Be?

A new candy company, started by the daughter of Ralph Lauren, is trying to build some buzz with a a strategy they call mmm-commerce. Looking at the details, though, it’s really just trying to get people to SMS spam their friends with coupons for the candy. They’re also offering special candy-related ringtones for a whopping $3. Apparently, younger people like this quite a bit – but I’m scared of any marketing promotion that suggests you spam your friends. If I like your product, I’ll tell my friends about it. I don’t want you to tell me to tell my friends about it – and I especially don’t want you to tell me to bug them with an SMS text message.

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