The Power of “m” from start to end.

M&M Memorable Candy Campaign

Sometimes one simple word can open the doors of the mind…..words that begin & end with “m,” especially.

WHERE TO BEGIN

I  had the hardest time figuring out which product to design a new AD for – that is until I saw the “m&ms” ADs. I love this candy, and my children love this candy. Heck, most everyone I know loves this candy.

This simple and unassuming candy, with the colorful candy-coated shell and the milk chocolate center that melts in your mouth  is addictive.  The manufacturer uses a variety of AD campaigns – from whimsical and funny to simple and elegant.  The AD that resonated the most with me was one of the those simple ADs.  A deceptively ‘simple message’ that packs a powerful subliminal punch that is.

THE ORIGINAL AD

See? Simple. Powerful. Straightforward.  The marketing message that ‘everything great starts with “M” really sticks with you, and  makes you think about that as you pop them into your mouth!

ORIGINAL AD DESIGN ANALYSIS

I really appreciated the uncluttered AD space that the original AD has.  No gimmicks, no ‘flashy elements,’ just a simple and elegant design. You have your tagline, your “message words,” which cleverly incorporate the brand product, and you have your logo.  The message words are powerful – what other 4 “m” words are more powerful…..it is hard to tell. Beautiful.

ORIGINAL AD COLOR ANALYSIS

Right away you recognize the yellow background of the AD as the same yellow as the iconic product packaging for the “peanut m&ms.” I am not one to quibble, I love both the “plain” and “peanut” flavors. The colorful candies as the 1st letter of the message words is genius.

ORIGINAL AD TOPOGRAPHY ANALYSIS

I had the hardest time matching the logo and AD copy font – thank goodness for Identifont.  I was able to plug in some font parameters and found one that was very similar both the “m” in the logo and the copy font.

The sans-serif of the AD copy against the serif of the logo and candy “m” contrasts nicely.

Here is the link for Identifont: http://www.identifont.com/index.html

ORIGINAL AD ALIGNMENT ANALYSIS

This simple AD concept employs the same simple alignment design elements. The logo is center-aligned with the candies & the tagline.  There is great vertical alignment between the tagline, logo and message words as well. The spacing in this AD is pleasing the eye.

NEW AD

Well, we know that important things end with “m”, but they also end with “m,” too. I decided to use the play on words that the original AD used and incorporated that concept into my new AD.  I had lots of fun finding relevant words that ended with “m” let me tell you.  As I poured through the “scrabble sites” I gathered up a handful that seems to fit into my concept.  These were the winners.  Now who can do with out these, hmmmm?

Target Audience Demographics

Gender: FEMALE

Age: 40-59

Relationship: MARRIED

Education: BACHELORS

Income: $50,000-75,000

Media Consumption: TELEVISION & MAGAZINES

NEW AD DESIGN ANALYSIS

I decided to flip the AD and put the “message words” at the bottom and the logo at the top so that seen side by side, they would have symmetry.  I used a similarly powerful tagline, and felt that my “message words” were just as powerful as the original AD itself.

NEW AD COLOR ANALYSIS

I used the same iconic yellow for my background, and white font color for the message words and tagline for consistency. Of course I had to use the same candy colors as well, but I reversed their order, which is in keeping with the ‘design flip’ I am using.

NEW AD TOPOGRAPHY ANALYSIS

In keeping with the campaign concept, I used the same heavyweight font, sans-serif lowercase font (Futura Heavy), and serif font for the candy “m” (Aachen Medium).

NEW AD ALIGNMENT ANALYSIS

Other than the “flip” in the design elements, I made sure to use the same alignment in the new AD as the original AD.  Because the campaign IS simple, this works because the messages feel like they go together – almost like an extension of the same thought.

CONCLUSION

In recent years, the addition of personalization and other specialties has made this iconic brand of tid-bit sized chocolate candies even more popular. 
But it all began with the humble “m.”
The iconic brand of M&M’s candy has been loved by generations, and with millions discovering them today, they remain one of the most consumed candies on the market.  Their AD campaigns are both whimsical, and simple. For this (new) AD, the message is simple and to the point: “m&m’s” are the best there is, because evetything starts and ends with “m”.
In the end, no matter what letter dons these wonderfully colorful, candy-coated little pots of chocolate, they still make us say “yum.”

DISCLAIMERS ETC.

Use of the “m&m” logo obtained from: http://www.mars.com/global/policies/legal/ld-english
Images of “m&m” candies were copied from this image and the original link can be found here: https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjDk8Gb_YzVAhVMlFQKHaLVBJAQjRwIBw&url=http%3A%2F%2Fwww.chsc.org%2Fbigwheel&psig=AFQjCNGAcNnuWc7RcsMzSkIMg2JT5k2BrA&ust=1500266028940797
Search string for pixabay “m&m” images for resuse – search results link: https://www.google.com/search?q=pixabay+m%26m+picture&tbm=isch&tbo=u&source=univ&sa=X&ved=0ahUKEwiywObE_IzVAhXHw1QKHekuALIQ7AkISQ&biw=992&bih=446#q=pixabay+m%26m+picture&tbm=isch&tbs=sur:fc

SLIDE PRESENTATION

Here is my FINAL slide presentation. I really enjoyed this project – Adobe ID and PS are great tools!!!!

 

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