M&M’s wanted to increase both consumption and relevance among teens and young adults. However, it was important to stay true to the brand’s key values, which represented fun and colour.

Why shy away from M&M’s heritage of fun and colour? In fact, the point-of-sale fully embraced these qualities. Using an M&M at the heart of every design, visual eye candy was created to capture people’s attention. What seemed like contemporary art also communicated the delicious nature of M&M’s as “one colour leads to another”.

Two months after the campaign launch, sale of M&M’s had shown a notable increase. What was once seen as kid’s stuff was starting to gain interest and credibility.