With Miss Green the stand out feature in several titles, it seemed like everyone was talking about her, Miss Green was everywhere! A ‘stand-proud’ insert saw her peeking out of the leading title, ensuring point-of-sale stand out and reaching readers of all magazines. Our star went on to feature in regular magazine sections such as NW’s ‘Backchat’ and was seen on the red carpet during the Oscar season.

Our challenge was to build awareness of the M&M's ‘Miss Green’ character in order to drive trial of the new M&M's green mix.With so many brand characters in Australian advertising we needed something special to standout, we knew our audience would take little notice of a traditional advertising approach.

Delivered M&M's highest EVER sales period!Magazine publishers loved it!“The tailored executions positioned M&M's perfectly, extending consumers' experience with the product." Helen Kingsmill, Executive Director, Magazine Publishers Association “I’m totally BLOWN AWAY with this effort. The agency have inspired the marketing team to new levels” Mathew Barbagallo, Marketing Director

We worked closely with editors and creatives to create unique executions that launched Miss Green in each magazine’s style;FHM: starring (naked) in her own centrefold!NW: on the red carpet within gossip sections!New Idea: her own fake front-cover talked of her latest love triangle!New Woman: a style icon starring on the front cover and in her own mini-magazine.Editors even used green copy and images in surrounding features matching our green theme!

Our audience of 16-34 year olds are obsessed with celebrities; they want to know everything about the latest stars and how to be like them. They look to magazines to fuel this obsession.If Miss Green was to get noticed we had to position her as the latest celebrity, not just a new chocolate. Magazines were the key to delivering her star status. Our strategy saw each magazine making her a star in its own particular style;In men’s magazines she would be the latest ‘babe’, in gossip titles the latest movie star, in lifestyle titles the latest style icon.