The Brief

In a saturated snack category obsessed with non-stop novelty (new flavours, new formats, new packaging, etc), M&M's is perceived as predicable and unexciting. How do we prove that M&M's is a snack that promises 'Irresistible Fun', beyond simply great taste? We want teenagers to have FUN celebrating April Fool's Day.

Describe how the promotion developed from concept to implementation

China ranks 2nd worldwide in terms of economy size but it ranks 125th in terms of happiness. That is why China needs April Fool's day more than any other country in the world. So when the big day arrived, we were ready. An irresistibly fun M&M's prank which we made a Russian Doll version of M&M's pack. Inside each usual pack was another pack of M&M's and inside was another M&M's pack with a sticker with the message of 'Happy April Fool's Day'. We sold this specially packaged M&M's made just for April 1st at selected universities.

Describe the success of the promotion with both client and consumer including some quantifiable results

Those who got pranked quickly bought more M&M's so they could prank their friends. As a result, we sold an average of 170 packs more per outlet compared to normal days. That was a very healthy 845% more sales. At classified sites there was even one pack offered at RMB150. The Foolproof Results: Letting teenagers have FUN celebrating April Fool's Day.

Explain why the method of promotion was most relevant to the product or service

Everyone knows M&M's is FUN and is the perfect brand to add colour and happiness. We want to own April Fool's day.