M&Ms: 3D Confectionery Advent Calendar

M&M’s, the confectionary brand, incorporated its unique brand identity into a new advent calendar for the European market, achieving high sales and ranking highly on Amazon in France and Germany.

Executive Summary

Our 3D pop-up advent calendar for M&M's was the result of an in-depth, collaborative process with Mars Wrigley's brand innovation team. It derived from a key consumer insight that traditional advent calendars quickly become ripped, dog-eared and tatty as Christmas Day approaches. By exploring the role that advent calendars play in the Christmas ritual, with the witty and sociable brand character of M&M's, we were able to create an innovative and interactive pop-up advent story that builds throughout December. The added value resulting from an innovative design approach has demonstrated the potential for a new premium sector within...

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