Mars: M&M's Christmas

M&M's, a confectionery brand, used emotions around the true meaning of Christmas to increase penetration in Italy by 3.4% and 1.7% in Russia.

Challenge, context & objectives

Whereas the chocolate confectionery category shows a strong positive seasonality over the Christmas season, M&M's has historically played a minimal role during that season and lacks relevance for this occasion in which gift boxes take the lion's share. M&M's has been consistently communicating over the Xmas season with one famous spot, Faint, where our main characters meet Santa and faint.

Both in Italy and Russia, M&M's is a brand beloved by all, from 7 years old to 77 years old. As is Christmas. Our audience thus can better be described as truly universal and our communication...

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