Executive Summary
In this paper, we explore the creative journey that led to the most successful social media campaign from Mars Inc. worldwide: M&M's Mix.
M&M's is an iconic brand yet in the increasingly crowded bitesize segment, needs to carve out shelf space and remain relevant to consumers. In 2018, we stepped up to this challenge launching M&M's Mix, a permanent fourth variant featuring chocolate, peanut, and crispy in one pack. This would appeal to the emerging trend for variety in confectionery, whilst also challenging UK-consumer perceptions of M&M's as a 'peanut brand'.
To reach a sufficient audience which required...