Product: Confectionery & Snacks - M&M's
Title: M&M's - Spokescandies on Pause
Media: Integrated/PR/Radical New Strategy
Date Of Campaign: Jan 25, 2023
Background: Make M&M’S the most talked about brand at the Super Bowl by using the power of fun to bring a country divided, together
Idea: Flip the nationwide debate around our spokescandies on its head by cancelling them. Tapping into a cultural moment to capture the world’s attention as we transformed the brand further through a series of increasingly absurd changes. Through TV, Social, Print, OOH and more we told a ridiculous story that ended up uniting our fans, and America in wanting M&M’S and their spokescandies back.
Results: The most talked-about campaign in M&M'S history earned 25.2B impressions overall and resulted in the highest Jan/Feb sales for the brand ever. Within Super Bowl buzz, we dominated the Food & Beverage category earning 1.4MM engagements across consumer conversations, and beating #2 Dorito's by 68%. On eBay, Red sold out 100% of the first round of merchandise in his eBay collaboration in less than a day, and Ma&Ya's limited edition pack sold out within 3 hours.