M&M’s Fun4all campaign with New Chocolate Hero
Imagine a world where everyone feels included no matter their race, ethnicity, gender, or age. Last year the chocolate brand M&M’s, part of the portfolio of Mars, Inc. started a movement to remind people everywhere that despite our differences, we all belong to a community of humans that share one simple and powerful thing in common: fun. M&M’s is for all funkind.
M&M’s is all about color, fun and teamwork. To further support its efforts of creating a more inclusive world, last year the brand announced the addition of a new character to the family of colorful mascots – Purple. In addition, almost every single character in the spokocandies family has changed part of their look, adopting their true image that they are proud of. M&M’s found an innovative way to show us how a diverse group of individuals brings a wide range of perspectives, experiences, and ideas to the table, which can lead to more innovative and creative solutions to problems.
To support M&M’s efforts and introduce the new Purple chocolate hero, M3 Communications Group, Inc. created a communication initiative, held during the months of August and September. The campaign was divided into 2 waves – the first wave communicated M&M’s new purpose for creating a more inclusive world, whereas the second wave was dedicated to introducing Purple to the broad audience. We used several different approaches to fully engage many target audiences into joining the M&M’s way of living.