M&M’S | MESSAGES CONCEPT + PACK DESIGN
In 2017 M&M’s briefed all of its partner agencies for a new on-pack promotion that would spark the attention of Millennials and Gen-Z in 2020.
Our idea won out and 3 years later M&M’s Messages was born — a series of 34 unique designs and phrases printed on-pack as a way for people to connect, communicate, and celebrate life’s everyday moments. Working with Erik Marinovich we created custom-designed lettering to reflect each character and each of the unique sentiments... And to be completely honest, I still can’t believe they’re real.
I also can’t believe the program not only DOUBLED the expected sales numbers, but the brand saw +10% growth during its run and it proved to be THE HIGHEST retailer order promotion in M&M’s history EVER.
And here’s the full Messages campaign case study:
Bronze - The Effies, Product/Service/Business Innovation
Shortlist - The Cresta Awards, Print Design/Packaging
Media Innovation Award - YouTube Works Awards