M&M’S CARAMEL
In 2017, M&M’s launched a new flavor: Caramel M&M’s. Problem was, the caramel ingredient was kind of old news. So how did we make an all-too-familiar, stogy ingredient like a cube of caramel feel fresh and new? We unsquared it.
You can imagine the scrutiny that goes into creating a new Spokescandy, and this lovable cube of caramel was no exception. We carefully developed every single detail about him – from his quirky personality, to his slightly-sticky texture, right down to his velcro sneakers – to make sure he was the perfectly imperfect “square." Some people at Mars are still deciding how they feel about him. Namely, Red.
Voiced by comedian David Cross, this square Spokescandy is almost as lovable as the new flavor itself.
Character Development:
OOH - Painted Superwall Mural outside of Madison Square Garden:
BUY M BACK (2018 Social + OLV)
The launch of Caramel M&M's was so successful, the brand faced a real business problem: they couldn't keep up with demand. So, in year two, instead of just selling more bags, we tried to buy some back.