M&M's Ambient, DM, Case study M&M's: Great taste and Game all in one by BBDO Taipei

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M&M's: Great taste and Game all in one

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Industry Chocolate, Candies
Media Ambient, Direct marketing, Case study
Market Taiwan
Agency BBDO Taipei
Executive Creative Director Alex Lin
Creative Director Mingta Tom Huang
Art Director Peggy Chen
Copywriter Popeye Weng
Released June 2012

Credits & Description

Media: DM
Geo: Taiwan
Category: Confectionery & Snacks
Agency: BBDO
Brand: M&M's
Objective: Increase the sales for the M&M’s Family Pack, at the same time increase the consumption frequency. Creating an extra value for the family pack rather than just at larger bag of M&M's.
Solution: Utilize the colorful coating of the M&M’s and combining the nature of the Chinese chess. M&M’s now becomes not just a great snack, but also a great game to enjoy. On top of that, it adds value to the nature of a ‘family pack’. The game allowing kids and parents to enjoy the snack while playing the game, creating an entertaining family time.
Result: 1st month of the promotion, M&M’s family pack has increased sales by 10%. 560 posts regarding to the product were posted on both Facebook and Plurk, largely increased the awearness of the launch of the product. The promotion has also raised a gaming trend within school and kindergarden. M&M's not only created a eat while play moment, also created a great sales.
Advertising Agency: BBDO, Taiwan
Executive Creative Director: Alex Lin
Creative Director: Tom Huang
Art Director:Peggy Chen
Copywriter: Popeye Weng
Published: March 2012