m-m-green

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.

m&m chocolate

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

Results

105%

increase in m&m sales

600M+

media impressions in key outlets

1,200

media placements

2

package and product color changes in 8 Weeks