M&m's presentation 4

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.

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.

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
HIDDE
N
TALENTS
Extraor
dinary nosepicker.
FANTASTIC
TEDDYBEAR
AGE
WEIGHT
BEST FEATURE
“Everything
is under
control.”RED
HIDDE
N
TALENTS
AGE
WEIGHT
BEST FEATURE
“I like
turtles.”REDRED

AGE
WEIGHT
BEST FEATURE
98 and a half.
What is this, Cosmopolitan?
Grannies.
Fast eater.
Pukes a lot.
“Everything
is under
control.”GREEN
HIDDE
N
TALENTS
Transf
orm
s into raccoon
at night.
MARVELOUS
EYEBROWS
AGE
WEIGHT
BEST FEATURE
“Everything
is under
control.”
HIDDE
N
TALENTS
AGE
WEIGHT
BEST FEATURE
“Yes.”GREENGREEN

AGE
WEIGHT
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
HIDDE
N
TALENTS
Can
m
ak
e
anyone disappear
w
i
thout a trace.
I DON’T
LIKE
YOU
AGE
WEIGHT
BEST FEATURE
“Everything
is under
control.”
HIDDE
N
TALENTS
AGE
WEIGHT
BEST FEATURE
“You smell
bad.”YELLOW

AGE
WEIGHT
BEST FEATURE
Too old to die young.
Heavyweight.
Nosebleeds.
Undefeated champion of
Russian roulette.
Lies sometimes.
“Everything
is under
control.”BLUE
HIDDE
N
TALENTS
Underm
y
bed, in the backyard
,o
ne
in
the lake.
lawn mower
astronaut
AGE
WEIGHT
BEST FEATURE
“Everything
is under
control.”
HIDDE
N
TALENTS
AGE
WEIGHT
BEST FEATURE
“Can I have
your dog?”BLUEBLUE

AGE
WEIGHT
BEST FEATURE
Underage.
You wanna carry me?
Your best friend.
Me.
Other people.
“Everything
is under
control.”
HIDDE
N
TALENTS
Knows
the
secret of life.
$$$$$$$$$$$$
€€€€€€€€€€€€
AGE
WEIGHT
BEST FEATURE
“Everything
is under
control.”
HIDDE
N
TALENTS
AGE
WEIGHT
BEST FEATURE
BROWN “I inspired
your idol.”BROWN

AGE
WEIGHT
BEST FEATURE
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.”
HIDDE
N
TALENTS
D
ri
ve-thru orders.
D
ri
ve-thru orders.
HI.
HI.
AGE
WEIGHT
BEST FEATURE
“Everything
is under
control.”
HIDDE
N
TALENTS
AGE
WEIGHT
BEST FEATURE
Shyness.
Dopeness.
ORANGE
“415-799 5242,
ask for Steven.”
“Yeah.”
ORANGE

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AGE
WEIGHT
BEST FEATURE
you?
Compulsive killer.
“Everything
is under
control.”
YELLOW
HIDDE
N
TALENTS
Can
m
ak
e
anyone disappear
w
i
thout a trace.
I DON’T
LIKE
YOU
AGE
WEIGHT
BEST FEATURE
“Everything
is under
control.”
HIDDE
N
TALENTS
AGE
WEIGHT
BEST FEATURE
“You smell
bad.”YELLOW
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SPOKESCANDIES PERSONAS SUGAR RUSH GENERATOR
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NEW “SPOKESCANDIES”PERSONAS PRINT
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SUGAR RUSH SERIES
AGE
WEIGHT
BEST FEATURE
Too old to die young.
Heavyweight.
Nosebleeds.
Undefeated champion of
Russian roulette.
Lies sometimes.
“Everything
is under
control.”BLUE HIDDE
N
TALENTS
Underm
y
bed, in the backyard
,o
ne
in
the lake.
lawn mower
astronaut
AGE
WEIGHT
BEST FEATURE
“Everything
is under
control.”
HIDDE
N
TALENTS
AGE
WEIGHT
BEST FEATURE
“Can I have
your dog?”BLUEBLUE
AGE
WEIGHT
BEST FEATURE
Younger than you. Always.
Who cares?
Spelling bees.
Birthmarks.
Snakes.
“Everything
is under
control.”RED
HIDDE
N
TALENTS
Extraor
dinary nosepicker.
FANTASTIC
TEDDYBEAR
AGE
WEIGHT
BEST FEATURE
“Everything
is under
control.”RED
HIDDE
N
TALENTS
AGE
WEIGHT
BEST FEATURE
“I like
turtles.”REDRED
AGE
WEIGHT
BEST FEATURE
98 and a half.
What is this, Cosmopolitan?
Grannies.
Fast eater.
Pukes a lot.
“Everything
is under
control.”GREEN
HIDDE
N
TALENTS
Transf
orm
s into raccoon
at night.
MARVELOUS
EYEBROWS
AGE
WEIGHT
BEST FEATURE
“Everything
is under
control.”
HIDDE
N
TALENTS
AGE
WEIGHT
BEST FEATURE
“Yes.”GREENGREEN
AGE
WEIGHT
BEST FEATURE
you?
Compulsive killer.
“Everything
is under
control.”
YELLOW
HIDDE
N
TALENTS
Can
m
ak
e
anyone disappear
w
i
thout a trace.
I DON’T
LIKE
YOU
AGE
WEIGHT
BEST FEATURE
“Everything
is under
control.”
HIDDE
N
TALENTS
AGE
WEIGHT
BEST FEATURE
“You smell
bad.”YELLOW
AGE
WEIGHT
BEST FEATURE
Underage.
You wanna carry me?
Your best friend.
Me.
Other people.
“Everything
is under
control.”
HIDDE
N
TALENTS
Knows
the
secret of life.
$$$$$$$$$$$$
€€€€€€€€€€€€
AGE
WEIGHT
BEST FEATURE
“Everything
is under
control.”
HIDDE
N
TALENTS
AGE
WEIGHT
BEST FEATURE
BROWN “I inspired
your idol.”BROWN
AGE
WEIGHT
BEST FEATURE
Twice as much as one
person. Twice as much as
one person.
Twins.
Twins.
Our brother.
Our brother.
“Everything
is under
control.”
HIDDE
N
TALENTS
D
ri
ve-thru orders.
D
ri
ve-thru orders.
HI.
HI.
AGE
WEIGHT
BEST FEATURE
“Everything
is under
control.”
HIDDE
N
TALENTS
AGE
WEIGHT
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
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.COM
m&m’s.com
SUGAR RUSH SERIES
AGE
WEIGHT
BEST FEATURE
you?
Compulsive killer.
“Everything
is under
control.”
YELLOW
HIDDE
N
TALENTS
Can
m
ak
e
anyone disappear
w
i
thout a trace.
I DON’T
LIKE
YOU
AGE
WEIGHT
BEST FEATURE
“Everything
is under
control.”
HIDDE
N
TALENTS
AGE
WEIGHT
BEST FEATURE
“You smell
bad.”YELLOW
SPOKESCANDIES SUGAR RUSH GENERATOR SUGAR RUSH SERIES

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M&m's presentation 4