M&Ms: 75th Anniversary

This case study shows how M&M’s, the Mars-owned confectionery brand, celebrated its 75th anniversary by using digital platforms and partnerships to reinterpret its history and drive renewed relevance for a new generation.

Campaign details

Brand: M&M'sBrand owner: Mars Lead agency: BBDO NY, MediacomContributing agencies: Starcom, Weber Shandwick, The Marketing ArmCountry: USAIndustry: Confectionery Channels used: Online Video, Social Media, Mobile. Augmented Reality

Market background and context

M&M's, a global candy brand with a rich and colourful history, and one of the largest chocolate brands in the world, was set to celebrate its 75thAnniversary in 2016. But despite an iconic status and strong penetration with Millennials, the brand had been declining. Mars understood simply celebrating 75 years of success by looking back would inherently...

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