M&Ms: M&Ms Messages

M&Ms, a chocolate brand, increased sales of its classic variants in the US by launching a series of TV spots supported by YouTube pre-roll ads and dynamic videos during The Oscars.

Campaign details

Brand: M&MsAdvertiser: Mars InternationalAgency: BBDO New York, MediaComCountry: US

Background and context

There were two driving factors behind the M&Ms Messages campaign: plateau and decline in sales of key products and justification of impulse placements in stores. The core products of milk chocolate, peanut, and peanut butter had made up the majority of sales, but in recent years growth of those core flavors had plateaued or declined.

Chocolate is an impulse by category. Therefore prime retail real-estate is key. While M&Ms core flavors hadn't changed in a meaningful way, the rest...

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