A spokesperson for Nitro China involved in the development of the campaign explained that the brand was looking to appeal to young consumers who, aged 18 to 24, were in transition from adolescence to adulthood.
The central TV commercial, set in a Karaoke parlour, shows a group of young friends enjoying an unrestrained social evening, accompanied by the two M&M’s characters, who share the snack with the group.
The central TV commercial, set in a Karaoke parlour, shows a group of young friends enjoying an unrestrained social evening, accompanied by the two M&M’s characters, who share the snack with the group.
The integrated drive will run across TV, online and print media, as well as on bus LCD screens, until February next year.
According to the spokesperson, M&M’s faces a series of challenges in the China market including low brand awareness, low credentials as a chocolate snack, low purchase attractiveness, and a perception of childishness. The relaunch aims to address these issues while creating a stronger brand meaning and positioning, emphasising M&M’s colourful ‘fun factor’.
The creative concept was developed by Nitro, while Media duties were handled by MediaCom.
Watch the ad
