Great taste and Game all in one

March 2012
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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.

Art Director:Peggy Chen

Advertising Agency: BBDO, Taiwan
Executive Creative Director: Alex Lin
Creative Director: Tom Huang
Copywriter: Popeye Weng

Comments (17)

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cwriter79's picture
947 Activity Scores

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.