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

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

17 comments

next's picture
next
28 pencils

Nice. Love

hi221476693@gmail.com's picture
hi221476693@gma...
34 pencils

i like it.

hi221476693@gmail.com's picture
hi221476693@gma...
34 pencils

I want to play....................

creativegodown's picture
creativegodown
252 pencils

no idea...

creativegodown's picture
creativegodown
252 pencils

no fun too...

kleenex's picture
kleenex
29303 pencils

good idea.

MicheleVirgilio's picture
MicheleVirgilio
2617 pencils

good idea for me. not bad

stickynotes's picture
stickynotes
1058 pencils

aren't they gonna melt?
mum always told me: don't play with food!

sacrilegend's picture
sacrilegend
2116 pencils

M&Ms can hardly be considered food. ;)

panti's picture
panti
4 pencils

"Oh right...they'll melt....Ok guys, let's not move forward with this campaign." - sarcasm.

next's picture
next
28 pencils

Melts in your mouth. will not melt your hand ... ...

panti's picture
panti
4 pencils

thanks for the overthinking.

sacrilegend's picture
sacrilegend
2116 pencils

Like this.

rintintintin's picture
rintintintin
39 pencils

good idea.

army's picture
army
35 pencils

Interesting for me.

Mia31's picture
Mia31
27 pencils

Not sure...

cwriter79's picture
cwriter79
635 pencils

Interesting idea. I wonder if regular checkers would have worked better? That way when you jump an M&M, you can actually eat it. With Chinese Checkers all pieces have to stay on the board.

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