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
Direct advertisment created by BBDO, Taiwan for M&M's, within the category: Confectionery, Snacks.
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