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Have you heard about the Green Ones and their…uhmm…special powers? So has everybody else. And for Valentine’s Day, I helped M&M’S® take ownership of its own urban legend with the launch of the first-ever all-green packages.

But that’s not how it started. The assignment from the president of M&M’S: create a solitary shelf dangler.

Green M&M’S? For Valentine’s Day? Is a dangler really enough to stand out in a sea of traditional holiday colors? I didn’t think so, either. So I decided to turn it into a full-fledged campaign to engage consumers at multiple touchpoints.

The solution: create an exciting, surround-sound experience that’s ownable, extendable and repeatable. By painting the town green (literally!) M&M’S reached consumers at every possible touchpoint. “Eye” catching displays. Innovative packaging that made every bag a fun “instant billboard,” putting our own Green M&M’S Character front and center – up close and very, very personal. Saucy, witty messaging. Playful online entertainment. And more.

The result: a fully immersive “love fest” that shoppers wanted to share again and again. Major buzz at every candy website and blog. A brand-new ritual that took the holiday – and the Brand – in a fun, frankly provocative direction. M&M’S achieved 100% sell-through at retail…even before product hit the shelves.

Oh, and that dangler? Somehow I never did get around to it.

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M&M’S