Campaign details
Brand: M&M's TaiwanBrand owner: Mars TaiwanLead agency: BBDO TaiwanCountry: TaiwanIndustries: ConfectioneryMedia channels: Events & experiential, Games & competitions, Online video, Point-of-Purchase, in-store, Product sampling, Social media, Television, Websites & microsites Budget: Up to 500k
Executive summary
Taiwanese people barely associate M&M's brand DNA with being colourfully fun, because they strongly associate colours to the different political standpoints in Taiwan. Thus, expressing colour preferences has become a stressful topic among Taiwanese.
We decided to leverage this very Taiwanese insight and launch a "Voting Colours for Fun" campaign...