Rejuvenation Assignment - M&M Candy

The Ask

Develop a strategy for sustaining the growth trajectory for the core of the brand that can be implemented in 2019 and beyond 

The Industry

The chocolate confectionary category is in the mature stage in the product life cycle 

The Target

Parents between the ages 35-54

The Opportunity 

71% of parents seek creative activities for their children

30% of kids aged 6-17 want to participate in arts and crafts

Kids prefer using their imagination and creating things  

The Trend

People are using M&Ms to create M&M masterpieces on social media 

Positioning 

M&M's are more than just chocolate. They are both a treat and a tool for learning  

The Idea

Crafting Creativity

with

How it Works  

C  

reate

apture

onsume 

elebrate

Create

Use M&Ms to make your own masterpiece

Capture

Share on social media using

#morethanMMs

#MMMosaic

#MMMakers

Consume

Don't Forget to Enjoy 

#TreatYourself 

Celebrate

M&Ms will select 3 finalists from the masterpieces shared on social media. 

Online voting will determine monthly winner 

The winner will receive a prize and be featured in the M&M hall of Fame 

Promotion

Build Hype and excitement with influencers

In-Store Promotion

Why This Works

Capitalizes on current trends and consumer behavior 

Connects back to M&M core mission with plain and peanut

Generate growth for the the brand 

The Team

Alana Loveys

Chris Bates

Shayla Johnson

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