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
Results
105%
increase in m&m sales
600M+
media impressions in key outlets
1,200
media placements
2