Brief Explanation

Whether TV or print, M&Ms advertising has always been well received by children and their parents. However, the use of cute and colourful M characters has lost its lustre with teens and young adults, creating little reaction or rapport. Facing a limited budget, the plan was to strike at the point-of-purchase. Especially at 24-hour convenience stores where Singapore teens typically make their drink and snack purchases. It was vital to create something truly evocative, surprising, and eye-catching to ensure our target would choose our chocolate candy.

The Brief

M&M’s wanted to increase both consumption and relevance among teens and young adults. However, it was important to stay true to the brand’s key values, which represented fun and colour.

How the final design was conceived

Why shy away from M&M’s heritage of fun and colour? In fact, the point-of-sale fully embraced these attributes. Using an M&M candy at the heart of every design, visual eye candy was created to capture people’s attention. What seemed like a work of contemporary art also communicated the delicious nature of M&M’s as “one colour leads to another”.

Indication of how successful the outcome was in the market

Two months after the campaign launch, sale of M&M’s had shown a notable increase. What was once seen as kid’s stuff was starting to earn cool factor and credibility.