M&M’s Messages (CONCEPT, DESIGN, COPYWRITING)
For over 75 years, M&M'S has brought endless enjoyment to people’s everyday lives. But our classic packs hadn’t changed in decades, and we needed a new way to gain relevancy with the next generation of consumers. Since Millennials and Gen-Zers love to connect through humorous, made-to-share visuals, we found a way for M&M'S to help them do the same - by transforming our packs into shareable “Messages.”
The program consisted of 34 unique designs and witty phrases printed on pack and took three (yes, three) years to complete. With the help of our wonderful designer, Erik Marinovich, we created custom-designed lettering to bring our characters’ personalities and their unique sentiments to life.
Messages was slated for a 16-week run at the beginning of 2020, but due to popularity it has remained on shelves nationwide the entire year. The bags doubled the expected sales numbers and the brand saw +10% growth from the program.
People loved it so much, we launched the program again in 2021 in collaboration with Spotify.
2020 Case Study:
2021 Program - Messages x Spotify Case Study Video:
Bronze - Effies, Marketing Innovation Solutions (2021)
Media Innovation Award - YouTube Works (2021)
Shortlist - Cresta Awards, Print Design - Packaging (2020)
Shortlist - Directory Magazine featured in Issue 55 | July 2020