M&ms: "BARE ALL" Promo / PR Ad by Clemenger BBDO Melbourne

Category: Fast Moving Consumer Goods
Advertiser: MARS CHOCOLATE AUSTRALIA
Product/Service: M&M'S
Agency: CLEMENGER BBDO MELBOURNE
Date of First Appearance: Jan 11 2010 12:00AM
Entrant Company: CLEMENGER BBDO MELBOURNE, AUSTRALIA
Entry URL: http://www.m-msbareall.com
Executive Creative Director: James McGrath (Clemenger BBDO Melbourne)
Creative Director: Damian Royce (Clemenger BBDO Melbourne)
Art Director: Damian Royce, Darren Pitt (Clemenger BBDO Melbourne)
Copywriter: Rohan Lancaster (Clemenger BBDO Melbourne)
Agency Producer TV: Karolina Bozajkovska (Clemenger BBDO Melbourne)
Agency Producer Print: Jodie Scott, Kelly Hirst (Clemenger BBDO Melbourne)
Account Management Team: Ricci Meldrum, Sarah Galbraith, Katie Lord (Clemenger BBDO Melbourne)
Account Management Team Digital: Joanne Curry, Grace Lum (Clemenger BBDO Melbourne)
Agency Producer - Digital: Dean Wormald (Clemenger BBDO Melbourne)
Strategic Planner: Michael Derepas (Clemenger BBDO Melbourne)
Producer: Jason Byrne (Clemenger BBDO Melbourne)
Director, Animator: Bruce Currie (Trilobite)
Director of Photography, Cinematographer: Marin Johnson
Photographer for Website: David Rosendale
Digital Artist, Programmer, Multimedia: Michael Beech (Clemenger BBDO Melbourne)
Sound Engineer: Paul Le Couteur (Flagstaff Studios)
Production Company: (Hub Plus)
Digital Production Company: (Clemenger BBDO Melbourne)
Media placement: TVC - Free To Air And Pay TV - 14th February 2010
Media placement: Digital Streaming - Platform 9, Yahoo! 7 - 14th February 2010
Media placement: Outdoor - Shopping Centres Nationally - 14th February 2010
Media placement: Magazine - Womans Day, New Weekly, WHO - 14th February 2010
Media placement: Website - Www.m-Msbareall.com - 8th January 2010
Media placement: EDMs - Emailed To M&M's Database - Various Feb/March/April
Media placement: Facebook Alerts - Facebook - Various Feb/March/April

Describe the objective of the promotion.
Re-ignite interest in M&M’s and create new news for the already well-established brand and chocolate icon.

Describe how the promotion developed from concept to implementation
Everyone understands that the M&M’s brand has always been about the M&M’s coloured shells. In fact, the M&M’s characters are defined by their colours. Our idea was this; to shock the M&M’s loving world by removing what they’re known for, their shells.

Describe the success of the promotion with both client and consumer including some quantifiable results
Still barely halfway through, visitors to the website are spending an average of 4.5 minutes engaging with the brand and sales are increasing steadily, with weekly results now beginning to eclipse previous successful promotions.

Explain why the method of promotion was most relevant to the product or service
We convinced a reluctant Mars to change their iconic coloured candies and develop a nude (shell-less) version of the M&M. The promotion itself was simple. Find the nude M&M’s. A TVC told the story of a camping trip where the M&M’s ended up nude. The story continues on the website. Here, consumers enter unique pack codes to win (over $100,000). Online videos take us in search of Crispy M&M’s shell. Red M&M has put it on ebay with a direct link through to the auction. Stripping venticular outdoor, nudie paparazzi shots in magazines, nudie calendars and nudie pens supported the promotion.