Cannes Lions

M&M's Spicy Peanut

BBDO CHINA, Shanghai / MARS / 2018

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Overview

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Credits

Overview

Description

M&M’s stands for fun. We wanted to illustrate the product story of M&M’s Spicy Peanuts in simple yet fun way that would appeal to the young Chinese consumers.

M&M’s Spicy Peanut is just that – spicy peanut covered in sweet, delicious chocolate. To illustrate this product story, we used icons that represented spicy and sweet. Each of the posters brings out the contradiction between the sweet and spicy and the impact it would create in your mouth.

Execution

To bring the idea to life, we used icons to illustrate the concept of ‘Spicy meets Sweet’. In the poster ‘Bombs & Kittens’, we have used icons of bombs to depict spiciness and icons of kittens to represent sweet. In the second poster ‘Punches & Bunnies’, we have used boxing gloves to represent spiciness and cute bunny icons to represent sweet. Each of the posters brings out the contradiction between the sweet and spicy and the impact it would create in your mouth.

Outcome

The poster managed to create intrigue about the new M&M’s spicy variant. In addition to communicating the product story, the poster further helped amplify the ‘fun’ aspect of M&M’s. The new M&M’s Spicy variant was in high demand in big cities across China. At the time of this entry, M&M’s Spicy Peanut is sold out in Cinemas and stores and is now only available in the e-commerce platform.  

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