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.

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.