| Masterfoods USA: M&Ms
2005 ReBrand 100: notable
Order of information below: Before Image, Rebrand Images, Summary/Rebrand Strategy, Credits
Summary: Challenge - M&M'S chocolate candies have been an American favorite for 63 years. However, research showed that the brand had become stale. It was time to shake consumer complacency and drive a reconnection with the brand. Strategy - The largest branding campaign in the company's history was launched, which stripped color from M&M'S for eight weeks and relaunched it with a brighter, bolder color mix and packaging. Result - Results included heightened brand awareness with 696 million media impressions, renewed consumer passion and a significant sales spike. Credits : Client: Masterfoods USA (M&Ms) - www.masterfoods.com Creative Firm : rbb Public Relations - www.rbbpr.com [back] |
