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M&Ms Messages

Mars Chocolate North America/ M&Ms

Issue 55 | July 2020

Background

M&M'S status as America’s number-one chocolate is built on the popularity of their classic variants like Peanut and Milk Chocolate. But in recent years, those classics faced stagnating growth and penetration declines among younger consumers. In response, the classic M&M'S pack was reimagined in a way that would make them more distinct and relevant to their younger target — drawing inspiration from the flourishing culture of using gifs and memes to communicate online, funny, shareable messages were put on their packs that anyone could use to spark a moment of laughter with others.

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