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Great taste and Game all in one

Agency: 
Published/Aired: 
March 2012
Description: 

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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Highest Rated

cwriter79's picture
cwriter79
Activity Score 947

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.

next's picture
next
Activity Score 28

Nice. Love

hi221476693@gmail.com's picture
hi221476693@gma...
Activity Score 34

i like it.

hi221476693@gmail.com's picture
hi221476693@gma...
Activity Score 34

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

creativegodown's picture
creativegodown
Activity Score 252

no idea...

creativegodown's picture
creativegodown
Activity Score 252

no fun too...

kleenex's picture
kleenex
Activity Score 43473

good idea.

MicheleVirgilio's picture
MicheleVirgilio
Activity Score 2617

good idea for me. not bad

stickynotes's picture
stickynotes
Activity Score 1094

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

sacrilegend's picture
sacrilegend
Activity Score 3392

M&Ms can hardly be considered food. ;)

panti's picture
panti
Activity Score 4

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

next's picture
next
Activity Score 28

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

panti's picture
panti
Activity Score 4

thanks for the overthinking.

sacrilegend's picture
sacrilegend
Activity Score 3392

Like this.

rintintintin's picture
rintintintin
Activity Score 39

good idea.

army's picture
army
Activity Score 40

Interesting for me.

Mia31's picture
Mia31
Activity Score 27

Not sure...

cwriter79's picture
cwriter79
Activity Score 947

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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