M&M's: Reborn as an Entertainment Icon

Jenny Hanghal, Katy Guan

M&M'S China ran a social media and offline campaign to position itself as an entertainment brand, drive sales and engage young consumers.

Campaign details

Brand: M&M'sBrand owner: Mars Wrigley ConfectioneryLead agency: BBDO ChinaContributing agencies: Mediacom Beijing, Social LabMarket: ChinaIndustries: ConfectioneryMedia channels: Merchandise & free gifts, Public relations, Social mediaBudget: Up to 500k

Executive summary

In China, M&M's traditional campaigns failed to cut through the noise, causing sales to decline over the years. There was an urgent need to turn the business around.

How could M&M's be revitalised in China's highly fragmented market? Instead of launching a rebranding campaign, M&M's was reborn as an entertainment icon.

The iconic...

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