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.
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