MARS NZ: Haunted M&M's

Mars, a confectionary brand, made its M&Ms candy the go-to purchase across New Zealand at Halloween by launching a 13-day haunted livestream on Facebook.

Agency: Colenso BBDO

Objectives

Make M&M's the most talked about candy of Halloween and increase Halloween sales.

Strategy

Halloween is the fastest growing holiday in New Zealand. M&M's wanted a way to let Halloween lovers all around the whole country join the fun, even those Halloween lovers living in rural spots away from the action. As the nation's most sharable candy, M&M's wanted to be the candy of choice for trick or treaters.

Creative solution

Our solution was to do nothing to change the product. Instead, we placed them inside New Zealand's most haunted house for 13 days to...

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