David Rosenthal: belief

Transcript context

…M&M’s passed on the opportunity because it had to come with a guaranteed million dollars of co-marketing, consumer promotion, trade promotions, displays, featuring ET. Mars was not down to do that with the M&M’s characters and passed on the opportunity. If you saw the movie, there’s a pretty memorable moment where it’s Reese’s Pieces. This was relatively early in the brother’s tenure. I wonder, (a) if Forrest would have made a different decision, and also (b), if the brother’s would have made a different decision, had they had a little more confidence in their own security in their own places, CEOs. I think there was a timing element to this. Hershey almost passed too. Someone had to basically go bang down the door and say, I’ll actually pledge a million dollars from my budget that I was going to use for other stuff to use for this instead. The Hershey leadership was also going to pass on it.…

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