M&M's: Making Valentine's fun for the emotionally awkward

Eleanor Kawsek

Confectionery brand M&M's created a custom chatbot on Facebook Messanger to help young adults express their feelings, in order to increase reach and engagement during Valentine's in the Philippines.

Campaign details

Brand: M&M'sBrand owner: Mars-Wrigley ConfectioneryLead agency: BBDO GuerreroContributing agency: Mediacom PhilippinesMarket: PhilippinesIndustries: ConfectioneryMedia channels: Social media, Voice, chatbotsBudget: Up to 500k

Executive summary

Chocolate snack M&M's increased relevance during Valentine's by creating a customised chatbot to help young adults in the Philippines creatively express their love.

Valentine's season represented a huge sales opportunity for M&M's, but it faced challenges: it has a kiddie image and is a small brand fighting for attention during the Super Bowl of the chocolate category.

M&M's needed to...

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