Case History Database

By taking away the very thing that makes M&M’s unique, the Colour Break Up campaign, stopped consumers taking M&M’s for granted and reminded them why they love M&M’s. In one consumer’s words: “Please make M&M’s get back together! This one colour thing takes all the fun out of the M&M’s experience”. With the core M&M’s medium bags in grocery growing 58.7% and total brand by 29.7%, the campaign not only drove short term sales, but halted the brand decline adding 7.6% in ex factory value for the year despite voluntarily exiting two key segments.

	Author / Group Account Director		Ricci Meldrum		Clemenger BBDO Proximity, Melbourne
	Account Director		Sarah Galbraith		Clemenger BBDO Proximity, Melbourne
	Executive Creative Director		James McGrath		Clemenger BBDO Proximity, Melbourne
	Creative Director		Emma Hill		Clemenger BBDO Proximity, Melbourne
	Creative		Ant White		Clemenger BBDO Proximity, Melbourne
	Creative		Russel Fox		Clemenger BBDO Proximity, Melbourne
	Senior Interactive Producer		Sam Hodson		Clemenger BBDO Proximity, Melbourne
	TV Producer		Karolina Bozajkovska		Clemenger BBDO Proximity, Melbourne
	Senior Strategy Planner		Michael Derepas		Clemenger BBDO Proximity, Melbourne
	General Manager		Joanne Currie		Clemenger Fusion
	Account Director		Grace Lum		Clemenger Fusion
	Marketing Manager		Paul Paxton-White		Mars Chocolate