Post on 18-Jul-2015
BRAND HISTORYBRAND HISTORY
Forrest Mars Sr. was the son of Frank C. Mars who founded the Mars Company and invented the MilkyWay chocolate bar. After a dispute with his father Forrest decided to start a candy business of his own together with Bruce Murrie, the son of the president of Hersey’s Chocolate.
After seeing soldiers in the Spanish Civil War eating coated chocolate candies called Smarties which didn’t melt in the soldiers pockets, Mars and Murrie simply copied the idea for their own product. M&M Limited was born in 1941, and soon World War II was raging across the world. With the bloodshed the M&M’s business were booming.
TODAYTODAY
After a series of wildly successful branding campaigns including colour votes, development of the “spokescandies” characters, collaborations with Hollywood blockbusters, NASCAR sponsorship, and the construction of several M&M’s Worlds across the globe, the brand has established itself as one of the most well known candies in the world.
M&M’s has also established themselves as a place where
culture comes to die.
M&M’s has also established themselves as a place where
culture comes to die.
CREATIVE BRIEFCREATIVE BRIEF
AT A GLANCEAT A GLANCE
What is the most relevant and differentiating idea that will surprise consumers or challenge their current thinking of the brand?
M&M’s is a friendly, happy and comfortable brand. As the colourful pieces of talking candy emerge on TV-screens and theatres across the globe, the audience knows they won’t be challenged.I want to transform M&M’s into becoming the most provocative candy brand around, by combining contemporary teenage culture and rapid, epileptic imagery.
TENSIONTENSION
What is the psychological, social or cultural tension associated with this idea? What makes our target tense about the idea?
The tension exists in the audience current perception of what M&M’s is, and what the brand is allowed to do. M&M’s has always been perceived as a kids brand, that kid is now in its teens and wants nothing to do with you.
QUESTIONQUESTION
What is the question we need to answer to complete this assignment?
What happens if you mix an eight ball of M&M’s, Spring Breakers and Miley Cyrus?
TALK VALUETALK VALUE
What about the brand could help us start a dialogue between the brand and our consumers, among our target and/or within pop culture?
My target audience are young people ranging from 16 to 25 in age who has no motivation or cultural incentive to buy M&M’s. I want to destroy the brands current culture and build a new one for a new audience.
LOGOLOGO
SPOKESCANDIES PERSONASSPOKESCANDIES PERSONAS
AGE
WEIGHT
TURN-ONS SHORTCOMINGS
BEST FEATURE
Younger than you. Always.
Who cares?
Spelling bees.
Birthmarks.
Snakes.
“Everything is under control.”RED
HIDDEN TALENTS
Extraordinary nosepicker.
FANTASTICTEDDYBEAR
AGE
WEIGHT
TURN-ONS SHORTCOMINGS
BEST FEATURE
“Everything is under control.”RED
HIDDEN TALENTS
AGE
WEIGHT
TURN-ONS SHORTCOMINGS
BEST FEATURE
“I like turtles.”REDRED
AGE
WEIGHT
TURN-ONS SHORTCOMINGS
BEST FEATURE
98 and a half.
What is this, Cosmopolitan?
Grannies.
Fast eater.
Pukes a lot.
“Everything is under control.”GREEN
HIDDEN TALENTS
Transforms into raccoon
at night.
MARVELOUSEYEBROWS
AGE
WEIGHT
TURN-ONS SHORTCOMINGS
BEST FEATURE
“Everything is under control.”
HIDDEN TALENTS
AGE
WEIGHT
TURN-ONS SHORTCOMINGS
BEST FEATURE
“Yes.”GREENGREEN
AGE
WEIGHT
TURN-ONS SHORTCOMINGS
BEST FEATURE
You’re sitting to close.
I won’t answer that.
What kind of a creep are you?
I bet you wanna know.
Compulsive killer.
“Everything is under control.”YELLOW
HIDDEN TALENTS
Can make anyone disappear
without a trace.
I DON’T LIKE YOU
AGE
WEIGHT
TURN-ONS SHORTCOMINGS
BEST FEATURE
“Everything is under control.”
HIDDEN TALENTS
AGE
WEIGHT
TURN-ONS SHORTCOMINGS
BEST FEATURE
“You smell bad.”YELLOW
AGE
WEIGHT
TURN-ONS SHORTCOMINGS
BEST FEATURE
Too old to die young.
Heavyweight.
Nosebleeds.
Undefeated champion of Russian roulette.
Lies sometimes.
“Everything is under control.”BLUE
HIDDEN TALENTS
Under my bed, in the backyard
, one in the lake.
lawn mower astronaut
AGE
WEIGHT
TURN-ONS SHORTCOMINGS
BEST FEATURE
“Everything is under control.”
HIDDEN TALENTS
AGE
WEIGHT
TURN-ONS SHORTCOMINGS
BEST FEATURE
“Can I have your dog?”BLUEBLUE
AGE
WEIGHT
TURN-ONS SHORTCOMINGS
BEST FEATURE
Underage.
You wanna carry me?
Your best friend.
Me.
Other people.
“Everything is under control.”
HIDDEN TALENTS
Knows the secret of life.
$$$$$$$$$$$$€€€€€€€€€€€€
AGE
WEIGHT
TURN-ONS SHORTCOMINGS
BEST FEATURE
“Everything is under control.”
HIDDEN TALENTS
AGE
WEIGHT
TURN-ONS SHORTCOMINGS
BEST FEATURE
BROWN “I inspired your idol.”BROWN
AGE
WEIGHT
TURN-ONS SHORTCOMINGS
BEST FEATURE
Middle age in total.Middle age in total.
Twice as much as one person. Twice as much as
one person.
Twins. Twins.
Our brother.Our brother.
“Everything is under control.”
HIDDEN TALENTS
Drive-thru orders.
Drive-thru orders.
HI.HI.
AGE
WEIGHT
TURN-ONS SHORTCOMINGS
BEST FEATURE
“Everything is under control.”
HIDDEN TALENTS
AGE
WEIGHT
TURN-ONS SHORTCOMINGS
BEST FEATURE
Shyness.Dopeness.
ORANGE “415-799 5242, ask for Steven.”
“Yeah.”ORANGE
PRINT DRAFTSPRINTS
MORE AT M&M’S.COMRED BY SKY FERREIRA
SUGAR RUSH SERIES
MORE AT M&M’S.COMYELLOW BY YOLANDI VISSER
SUGAR RUSH SERIES
MORE AT M&M’S.COMGREEN BY TYLER THE CREATOR
SUGAR RUSH SERIES
MORE AT M&M’S.COMBLUE BY MILEY CYRUS
SUGAR RUSH SERIES
MORE AT M&M’S.COMBROWN BY NICKI MINAJ
SUGAR RUSH SERIES
MORE AT M&M’S.COMORANGE BY ATL TWINS
SUGAR RUSH SERIES
AMERICAN SWEETHEARTAMERICAN SWEETHEART
SUGAR RUSH SERIES
MORE AT M&M’S.COM
MORE AT M&M’S.COM
ONLINE BANNER
m&m’s.com
SUGAR RUSH SERIES
MORE AT M&M’S.COMBLUE BY MILEY CYRUS
AGE
WEIGHT
TURN-ONS SHORTCOMINGS
BEST FEATURE
You’re sitting to close.
I won’t answer that.
What kind of a creep are you?
I bet you wanna know.
Compulsive killer.
“Everything is under control.”YELLOW
HIDDEN TALENTS
Can make anyone disappear
without a trace.
I DON’T LIKE YOU
AGE
WEIGHT
TURN-ONS SHORTCOMINGS
BEST FEATURE
“Everything is under control.”
HIDDEN TALENTS
AGE
WEIGHT
TURN-ONS SHORTCOMINGS
BEST FEATURE
“You smell bad.”YELLOW
SPOKESCANDIES SUGAR RUSH GENERATOR SUGAR RUSH SERIES
SPOKESCANDIES PERSONAS SUGAR RUSH GENERATOR
MICROSITE MAP
SUGAR RUSH SERIES
CAMPAIGN MAP
NEW “SPOKESCANDIES”PERSONAS PRINT
COMMERCIALINSTAGRAM VIDEO
ONLINE BANNER + BILLBOARD
MICROSITE
MAGAZINE SPREAD/PRINT
LOGO
MORE AT M&M’S.COMYELLOW BY YOLANDI VISSER
SUGAR RUSH SERIES
MORE AT M&M’S.COMBROWN BY NICKI MINAJ
SUGAR RUSH SERIES
MORE AT M&M’S.COMORANGE BY ATL TWINS
SUGAR RUSH SERIES
AGE
WEIGHT
TURN-ONS SHORTCOMINGS
BEST FEATURE
Too old to die young.
Heavyweight.
Nosebleeds.
Undefeated champion of Russian roulette.
Lies sometimes.
“Everything is under control.”BLUE
HIDDEN TALENTS
Under my bed, in the backyard
, one in the lake.
lawn mower astronaut
AGE
WEIGHT
TURN-ONS SHORTCOMINGS
BEST FEATURE
“Everything is under control.”
HIDDEN TALENTS
AGE
WEIGHT
TURN-ONS SHORTCOMINGS
BEST FEATURE
“Can I have your dog?”BLUEBLUE
AGE
WEIGHT
TURN-ONS SHORTCOMINGS
BEST FEATURE
Younger than you. Always.
Who cares?
Spelling bees.
Birthmarks.
Snakes.
“Everything is under control.”RED
HIDDEN TALENTS
Extraordinary nosepicker.
FANTASTICTEDDYBEAR
AGE
WEIGHT
TURN-ONS SHORTCOMINGS
BEST FEATURE
“Everything is under control.”RED
HIDDEN TALENTS
AGE
WEIGHT
TURN-ONS SHORTCOMINGS
BEST FEATURE
“I like turtles.”REDRED
AGE
WEIGHT
TURN-ONS SHORTCOMINGS
BEST FEATURE
98 and a half.
What is this, Cosmopolitan?
Grannies.
Fast eater.
Pukes a lot.
“Everything is under control.”GREEN
HIDDEN TALENTS
Transforms into raccoon
at night.
MARVELOUSEYEBROWS
AGE
WEIGHT
TURN-ONS SHORTCOMINGS
BEST FEATURE
“Everything is under control.”
HIDDEN TALENTS
AGE
WEIGHT
TURN-ONS SHORTCOMINGS
BEST FEATURE
“Yes.”GREENGREEN
AGE
WEIGHT
TURN-ONS SHORTCOMINGS
BEST FEATURE
You’re sitting to close.
I won’t answer that.
What kind of a creep are you?
I bet you wanna know.
Compulsive killer.
“Everything is under control.”YELLOW
HIDDEN TALENTS
Can make anyone disappear
without a trace.
I DON’T LIKE YOU
AGE
WEIGHT
TURN-ONS SHORTCOMINGS
BEST FEATURE
“Everything is under control.”
HIDDEN TALENTS
AGE
WEIGHT
TURN-ONS SHORTCOMINGS
BEST FEATURE
“You smell bad.”YELLOW
AGE
WEIGHT
TURN-ONS SHORTCOMINGS
BEST FEATURE
Underage.
You wanna carry me?
Your best friend.
Me.
Other people.
“Everything is under control.”
HIDDEN TALENTS
Knows the secret of life.
$$$$$$$$$$$$€€€€€€€€€€€€
AGE
WEIGHT
TURN-ONS SHORTCOMINGS
BEST FEATURE
“Everything is under control.”
HIDDEN TALENTS
AGE
WEIGHT
TURN-ONS SHORTCOMINGS
BEST FEATURE
BROWN “I inspired your idol.”BROWN
AGE
WEIGHT
TURN-ONS SHORTCOMINGS
BEST FEATURE
Middle age in total.Middle age in total.
Twice as much as one person. Twice as much as
one person.
Twins. Twins.
Our brother.Our brother.
“Everything is under control.”
HIDDEN TALENTS
Drive-thru orders.
Drive-thru orders.
HI.HI.
AGE
WEIGHT
TURN-ONS SHORTCOMINGS
BEST FEATURE
“Everything is under control.”
HIDDEN TALENTS
AGE
WEIGHT
TURN-ONS SHORTCOMINGS
BEST FEATURE
Shyness.Dopeness.
ORANGE “415-799 5242, ask for Steven.”
“Yeah.”ORANGE
MORE AT M&M’S.COMRED BY SKY FERREIRA
SUGAR RUSH SERIES
MORE AT M&M’S.COMBLUE BY MILEY CYRUS
SUGAR RUSH SERIES
MORE AT M&M’S.COMGREEN BY TYLER THE CREATOR
SUGAR RUSH SERIES
AMERICAN SWEETHEARTAMERICAN SWEETHEART
SUGAR RUSH SERIES
MORE AT M&M’S.COMm&m’s.com
SUGAR RUSH SERIES
MORE AT M&M’S.COMBLUE BY MILEY CYRUS
AGE
WEIGHT
TURN-ONS SHORTCOMINGS
BEST FEATURE
You’re sitting to close.
I won’t answer that.
What kind of a creep are you?
I bet you wanna know.
Compulsive killer.
“Everything is under control.”YELLOW
HIDDEN TALENTS
Can make anyone disappear
without a trace.
I DON’T LIKE YOU
AGE
WEIGHT
TURN-ONS SHORTCOMINGS
BEST FEATURE
“Everything is under control.”
HIDDEN TALENTS
AGE
WEIGHT
TURN-ONS SHORTCOMINGS
BEST FEATURE
“You smell bad.”YELLOW
SPOKESCANDIES SUGAR RUSH GENERATOR SUGAR RUSH SERIES