M&M’s® PIPOCA (POPCORN)

M&M's AND POPCORN, IS A MOVIE THING!

MARS and JETER DESIGN (as an extension of the marketing area) had the challenge of developing a new limited edition product for the M&M's ® line. After a lot of concept testing and research, the unusual and delicious novelty emerged: M&M's ® PIPOCA. Everything to do with the incredible movie experience! Product defined, it's time to choose the character that will represent this new flavor! The perfect opportunity to introduce a new character to the Brazilian market and, among them, BLUE was chosen. Charismatic, he has a bag of popcorn in his hand, symbolizing the experience of watching films. And, since the subject is popcorn, it needed to feature prominently in the communication, so we mixed photography with digital illustrations and created an image of a popcorn totally in line with the character and the brand's profile. For the background color, we chose a soft caramel tone, which matches the popcorn, the flavor of the moment, but which unites the novelty with the M&M's ® family, completing the mix without competing with the other variations of the brand at the point of sale. The entire process was carried out with a focus on innovation, in-depth knowledge of the brand, the characteristics of the new flavor and technical expertise in packaging development.