Challenge: Reinvigorating a Consumer Icon

m&m’s has always enjoyed a stable place in the hearts of Americans. But after years of flat sales, the brand needed to update its image to remain the top selling candy.

Break-Out Strategy: Take the Brand to Hollywood

Build excitement and media coverage around celebrities and events.

Program: Chocolate is better in Color!

Create a three-phase campaign 

  • Reconnect America with the role M&M’S play in daily life – scrapbooking
  • Large scale disruption – New Year’s Rockin’eve – Color quest
  • Launch refreshed M&M’S Chocolate Candies



increase in m&m sales


media impressions in key outlets


media placements


package and product color changes in 8 Weeks