The Campaign

We discovered “choco-graphy”, the art created with M&M’S®, and decided to use this creative idea for promotion by putting a picture of choco-graphy on the package. Immediately, many including celebrities started uploading the pictures of their own choco-graphy on SNS.

The Brief

We relaunched M&M’S® as not just a chocolate but a new painting material. Then, people created their arts with M&M’S® and posted them on SNS. Our campaign is highly resoponse-driven and relationship-building between consumers and M&M’S® 233 media reported (4 TV programs included) 83.5 Million JPY media earned 48,000 likes on SNS

Creative Execution

We discovered “choco-graphy”, the art created with M&M’S®, and decided to use this creative idea for promotion by putting a picture of choco-graphy on the package. Immediately, many including celebrities started uploading the pictures of their own choco-graphy on SNS.

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

233 media reported (4 TV programs included) 83.5 Million JPY media earned 48,000 likes on SNS Finally, we exhibited their arts in a museum.

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

We relaunched M&M’S® as not just a chocolate but a new painting material. Then, people created their arts with M&M’S® and posted them on SNS. This experience increased brand affinity and commercial success of M&M’S®

We discovered “choco-graphy”, the art created with M&M’S®, and decided to use this creative idea for promotion by putting a picture of choco-graphy on the package. Immediately, many including celebrities started uploading the pictures of their own choco-graphy on SNS.