Campaign details

Brand: M&M's
Brand owner: Mars Wrigley Confectionery
Lead agency: AMV BBDO, MediaCom
Country: United Kingdom
Industries: Confectionery
Media channels: Mobile & apps, Online video, Outdoor & out-of-home, Social media
Budget: Up to 500k

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, it still 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’.