17: PRINT DESIGN (Packaging)
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M&Ms Messages - M&Ms
M&Ms
Shortlist
| Title of Entry: | M&Ms Messages |
|---|---|
| Brand: | M&Ms |
| Product/Service: | M&Ms |
| Client: | Mars Chocolate North America |
| Entrant Company: | BBDO New York |
| Creative Agency: | BBDO New York |
| Creative Director: | Tim Bayne (Executive Creative Director) |
| Art Director: | Jenn Tranbarger (Associate Creative Director/ Art Director) |
| Designer: | Jenn Tranbarger |
| Copywriter: | Jessica Rello (Associate Creative Director/ Copywriter) |
| Chief Creative Officer: | David Lubars (BBDO Worldwide), Greg Hahn (BBDO NY) |
| Sector: | N/A |
| Account Executive: | Kirsten Flanik/ Susannah Keller/ Lisa Piliguian/ Ashley Gill/ Rebecca Orlando/ Jessica Dunne (Account Team) |
| Account Manager: | Annemarie Norris/ Brian Brydon/ Dexter Blumenthal (Planning Team) |
| Date of Release: | 2020-02-09 |
| Notes: | 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 as a way for people to connect, communicate, and celebrate life’s everyday moments. (566 characters) Each Message was carefully written to bring our six Spokescandies’ distinct personalities to life - all while staying in the brand’s overarching jester tone. Using consumer research, we found the top nine sentiments and occasions that appealed to the millennial and gen-z audience, and tailored our messages to fit within them. Due to limited pack space, our messages had to be cleverly crafted to fit within the bag’s small canvas. |
| Other Credits: | David Rolfe (Head of Integrated Production) |
| Other Credits: | Lizzy Lehn - Associate Art Producer |
| Other Credits: | Erik Marinovich - Lettering Artist |
