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BBDO New York Uses AR to Imagine What’s Going On Inside a Bag of New M&M’S Mix

Work includes M&M’S first-ever AR print ad as well as social and online videos

BBDO New York Uses AR to Imagine What’s Going On Inside a Bag of New M&M’S Mix

At last, M&M’S fans can grab one bag that includes all of their favourite flavours mixed together with the introduction of M&M’S Mix. Classic Mix features the top three most popular varieties—Milk Chocolate, Peanut, and Peanut Butter—and Peanut Mix includes Milk, Dark, and White Chocolate Peanut M&M’S.

But, how do the iconic M&M’S characters feel about being cramped together in one bag?

To help promote the latest product innovation, M&M’S and BBDO NY created an equally innovative campaign that tackles this burning question.

Work includes M&M’S first-ever AR print ad—when you hover a phone over the ad, the scene featuring all of the M&M’S characters comes to life, with the animated candies taking center stage via a Snapchat AR experience. At last, M&M’S Mix is here, and now you can dive right in—literally! 

The print ad is currently running in the latest issues of PEOPLE, Billboard and Sports Illustrated, among other outlets. 

The campaign also includes social and online videos taking viewers inside the M&M’S Mix bag.

In addition, a series of product-integration digital videos were made specifically for M&M’S Mix and featuring the creative to live across PEOPLE (18 videos), PEOPLE en Espanol (16 videos), and Entertainment Weekly (16 videos). Based on enjoying a share-size bag of the new product when streaming entertainment and snacking with friends, Meredith leveraged these three entertainment brands to create a first-to-market partnership. The creative runs as part of PEOPLE magazine’s popular “PEOPLE Picks” touting the best in TV, film, and books.

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Client: M&M’s, Mars Wrigley

Senior Brand Director: Allison Miazga Bedrick

Senior Brand Manager: Tom Hedworth

Senior Associate Brand Manager: Ohemaah Ntiamoah

Creative Agency: BBDO New York

Chief Creative Officer, BBDO Worldwide: David Lubars

Global Executive Creative Director: Tim Bayne

Associate Creative Director: Matthew Low

Associate Creative Director: Kristin Clark

EVP, Group Executive Producer: Amy Wertheimer

Integrated Producer: Caroline Deason

Senior Music Producer: Julia Millison

Business Manager: Shelly Bloch

CEO & President: Kirsten Flanik

EVP, Global Account Leader, Mars Inc: Susannah Keller

EVP, Senior Director: Lisa Piliguian

SVP, Account Director: Ashley Gill

Account Director: Taylor Baird

Account Manager: Jess Dunne

VP, Director of Communications Planning: Brian Brydon

Senior Brand Strategist: Dex Blumenthal

Animation/VFX: House Special

Executive Producer: Lourri Hammack

Animation Director: Kirk Kelley

Senior Producer: Zilpha Yost

Production Liaison: Alix Iverson

Audio/Sound Design: Sound Lounge

Senior Producer: Lauren Mullen

Audio Engineer: Rob DiFondi

Category: Food , Sweet

Genre: Visual VFX