M&m's presentation 4

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Transcript of M&m's presentation 4

  • BRAND HISTORYBRAND HISTORY

    Forrest Mars Sr. was the son of Frank C. Mars who founded the Mars Company and invented the MilkyWay chocolate bar. After a dispute with his father Forrest decided to start a candy business of his own together with Bruce Murrie, the son of the president of Herseys Chocolate.

    After seeing soldiers in the Spanish Civil War eating coated chocolate candies called Smarties which didnt melt in the soldiers pockets, Mars and Murrie simply copied the idea for their own product. M&M Limited was born in 1941, and soon World War II was raging across the world. With the bloodshed the M&Ms business were booming.

  • TODAYTODAY

    After a series of wildly successful branding campaigns including colour votes, development of the spokescandies characters, collaborations with Hollywood blockbusters, NASCAR sponsorship, and the construction of several M&Ms Worlds across the globe, the brand has established itself as one of the most well known candies in the world.

  • M&Ms has also established themselves as a place where

    culture comes to die.

    M&Ms has also established themselves as a place where

    culture comes to die.

  • CREATIVE BRIEFCREATIVE BRIEF

  • AT A GLANCEAT A GLANCE

    What is the most relevant and differentiating idea that will surprise consumers or challenge their current thinking of the brand?

    M&Ms is a friendly, happy and comfortable brand. As the colourful pieces of talking candy emerge on TV-screens and theatres across the globe, the audience knows they wont be challenged.I want to transform M&Ms into becoming the most provocative candy brand around, by combining contemporary teenage culture and rapid, epileptic imagery.

  • TENSIONTENSION

    What is the psychological, social or cultural tension associated with this idea? What makes our target tense about the idea?

    The tension exists in the audience current perception of what M&Ms is, and what the brand is allowed to do. M&Ms has always been perceived as a kids brand, that kid is now in its teens and wants nothing to do with you.

  • QUESTIONQUESTION

    What is the question we need to answer to complete this assignment?

    What happens if you mix an eight ball of M&Ms, Spring Breakers and Miley Cyrus?

  • TALK VALUETALK VALUE

    What about the brand could help us start a dialogue between the brand and our consumers, among our target and/or within pop culture?

    My target audience are young people ranging from 16 to 25 in age who has no motivation or cultural incentive to buy M&Ms. I want to destroy the brands current culture and build a new one for a new audience.

  • MOODBOARDMOODBOARD

  • LOGOLOGO

  • SPOKESCANDIES PERSONASSPOKESCANDIES PERSONAS

  • AGE

    WEIGHT

    TURN-ONS SHORTCOMINGS

    BEST FEATURE

    Younger than you. Always.

    Who cares?

    Spelling bees.

    Birthmarks.

    Snakes.

    Everything is under control.RED

    HIDDEN TALENTS

    Extraordinary nosepicker.

    FANTASTICTEDDYBEAR

    AGE

    WEIGHT

    TURN-ONS SHORTCOMINGS

    BEST FEATURE

    Everything is under control.RED

    HIDDEN TALENTS

    AGE

    WEIGHT

    TURN-ONS SHORTCOMINGS

    BEST FEATURE

    I like turtles.REDRED

  • AGE

    WEIGHT

    TURN-ONS SHORTCOMINGS

    BEST FEATURE

    98 and a half.

    What is this, Cosmopolitan?

    Grannies.

    Fast eater.

    Pukes a lot.

    Everything is under control.GREEN

    HIDDEN TALENTS

    Transforms into raccoon

    at night.

    MARVELOUSEYEBROWS

    AGE

    WEIGHT

    TURN-ONS SHORTCOMINGS

    BEST FEATURE

    Everything is under control.

    HIDDEN TALENTS

    AGE

    WEIGHT

    TURN-ONS SHORTCOMINGS

    BEST FEATURE

    Yes.GREENGREEN

  • AGE

    WEIGHT

    TURN-ONS SHORTCOMINGS

    BEST FEATURE

    Youre sitting to close.

    I wont answer that.

    What kind of a creep are you?

    I bet you wanna know.

    Compulsive killer.

    Everything is under control.YELLOW

    HIDDEN TALENTS

    Can make anyone disappear

    without a trace.

    I DONT LIKE YOU

    AGE

    WEIGHT

    TURN-ONS SHORTCOMINGS

    BEST FEATURE

    Everything is under control.

    HIDDEN TALENTS

    AGE

    WEIGHT

    TURN-ONS SHORTCOMINGS

    BEST FEATURE

    You smell bad.YELLOW

  • AGE

    WEIGHT

    TURN-ONS SHORTCOMINGS

    BEST FEATURE

    Too old to die young.

    Heavyweight.

    Nosebleeds.

    Undefeated champion of Russian roulette.

    Lies sometimes.

    Everything is under control.BLUE

    HIDDEN TALENTS

    Under my bed, in the backyard

    , one in the lake.

    lawn mower astronaut

    AGE

    WEIGHT

    TURN-ONS SHORTCOMINGS

    BEST FEATURE

    Everything is under control.

    HIDDEN TALENTS

    AGE

    WEIGHT

    TURN-ONS SHORTCOMINGS

    BEST FEATURE

    Can I have your dog?BLUEBLUE

  • AGE

    WEIGHT

    TURN-ONS SHORTCOMINGS

    BEST FEATURE

    Underage.

    You wanna carry me?

    Your best friend.

    Me.

    Other people.

    Everything is under control.

    HIDDEN TALENTS

    Knows the secret of life.

    $$$$$$$$$$$$

    AGE

    WEIGHT

    TURN-ONS SHORTCOMINGS

    BEST FEATURE

    Everything is under control.

    HIDDEN TALENTS

    AGE

    WEIGHT

    TURN-ONS SHORTCOMINGS

    BEST FEATURE

    BROWN I inspired your idol.BROWN

  • AGE

    WEIGHT

    TURN-ONS SHORTCOMINGS

    BEST FEATURE

    Middle age in total.Middle age in total.

    Twice as much as one person. Twice as much as

    one person.

    Twins. Twins.

    Our brother.Our brother.

    Everything is under control.

    HIDDEN TALENTS

    Drive-thru orders.

    Drive-thru orders.

    HI.HI.

    AGE

    WEIGHT

    TURN-ONS SHORTCOMINGS

    BEST FEATURE

    Everything is under control.

    HIDDEN TALENTS

    AGE

    WEIGHT

    TURN-ONS SHORTCOMINGS

    BEST FEATURE

    Shyness.Dopeness.

    ORANGE 415-799 5242, ask for Steven.Yeah.

    ORANGE

  • VIDEOVIDEO

  • PRINT DRAFTSPRINTS

  • MORE AT M&MS.COMRED BY SKY FERREIRA

    SUGAR RUSH SERIES

  • MORE AT M&MS.COMYELLOW BY YOLANDI VISSER

    SUGAR RUSH SERIES

  • MORE AT M&MS.COMGREEN BY TYLER THE CREATOR

    SUGAR RUSH SERIES

  • MORE AT M&MS.COMBLUE BY MILEY CYRUS

    SUGAR RUSH SERIES

  • MORE AT M&MS.COMBROWN BY NICKI MINAJ

    SUGAR RUSH SERIES

  • MORE AT M&MS.COMORANGE BY ATL TWINS

    SUGAR RUSH SERIES

  • AMERICAN SWEETHEARTAMERICAN SWEETHEART

    SUGAR RUSH SERIES

    MORE AT M&MS.COM

  • MORE AT M&MS.COM

    ONLINE BANNER

  • INSTAGRAM VIDEO

  • m&ms.com

    SUGAR RUSH SERIES

    MORE AT M&MS.COMBLUE BY MILEY CYRUS

    AGE

    WEIGHT

    TURN-ONS SHORTCOMINGS

    BEST FEATURE

    Youre sitting to close.

    I wont answer that.

    What kind of a creep are you?

    I bet you wanna know.

    Compulsive killer.

    Everything is under control.YELLOW

    HIDDEN TALENTS

    Can make anyone disappear

    without a trace.

    I DONT LIKE YOU

    AGE

    WEIGHT

    TURN-ONS SHORTCOMINGS

    BEST FEATURE

    Everything is under control.

    HIDDEN TALENTS

    AGE

    WEIGHT

    TURN-ONS SHORTCOMINGS

    BEST FEATURE

    You smell bad.YELLOW

    SPOKESCANDIES SUGAR RUSH GENERATOR SUGAR RUSH SERIES

  • SPOKESCANDIES PERSONAS SUGAR RUSH GENERATOR

    MICROSITE MAP

    SUGAR RUSH SERIES

  • CAMPAIGN MAP

    NEW SPOKESCANDIESPERSONAS PRINT

    COMMERCIALINSTAGRAM VIDEO

    ONLINE BANNER + BILLBOARD

    MICROSITE

    MAGAZINE SPREAD/PRINT

    LOGO

    MORE AT M&MS.COMYELLOW BY YOLANDI VISSER

    SUGAR RUSH SERIES

    MORE AT M&MS.COMBROWN BY NICKI MINAJ

    SUGAR RUSH SERIES

    MORE AT M&MS.COMORANGE BY ATL TWINS

    SUGAR RUSH SERIES

    AGE

    WEIGHT

    TURN-ONS SHORTCOMINGS

    BEST FEATURE

    Too old to die young.

    Heavyweight.

    Nosebleeds.

    Undefeated champion of Russian roulette.

    Lies sometimes.

    Everything is under control.BLUE

    HIDDEN TALENTS

    Under my bed, in the backyard

    , one in the lake.

    lawn mower astronaut

    AGE

    WEIGHT

    TURN-ONS SHORTCOMINGS

    BEST FEATURE

    Everything is under control.

    HIDDEN TALENTS

    AGE

    WEIGHT

    TURN-ONS SHORTCOMINGS

    BEST FEATURE

    Can I have your dog?BLUEBLUE

    AGE

    WEIGHT

    TURN-ONS SHORTCOMINGS

    BEST FEATURE

    Younger than you. Always.

    Who cares?

    Spelling bees.

    Birthmarks.

    Snakes.

    Everything is under control.RED

    HIDDEN TALENTS

    Extraordinary nosepicker.

    FANTASTICTEDDYBEAR

    AGE

    WEIGHT

    TURN-ONS SHORTCOMINGS

    BEST FEATURE

    Everything is under control.RED

    HIDDEN TALENTS

    AGE

    WEIGHT

    TURN-ONS SHORTCOMINGS

    BEST FEATURE

    I like turtles.REDRED

    AGE

    WEIGHT

    TURN-ONS SHORTCOMINGS

    BEST FEATURE

    98 and a half.

    What is this, Cosmopolitan?

    Grannies.

    Fast eater.

    Pukes a lot.

    Everything is under control.GREEN

    HIDDEN TALENTS

    Transforms into raccoon

    at night.

    MARVELOUSEYEBROWS

    AGE

    WEIGHT

    TURN-ONS SHORTCOMINGS

    BEST FEATURE

    Everything is under control.

    HIDDEN TALENTS

    AGE

    WEIGHT

    TURN-ONS SHORTCOMINGS

    BEST FEATURE

    Yes.GREENGREEN

    AGE

    WEIGHT

    TURN-ONS SHORTCOMINGS

    BEST FEATURE

    Youre sitting to c