Mars Chocolate North America

Allison Miazga-Bedrick, Senior Director of Marketing
Caroline Caparyan, Senior Manager

BBDO New York *Lead Agency

Annemarie Norris, EVP, Group Planning Director
Dexter Blumenthal, Senior Planner
Brian Brydon, VP, Planning Director
Tim Bayne, Executive Creative Director
Jessica Rello, Creative Director
Jenn Tranbarger, Creative Director
Ashley Gill, SVP, Account Director
Bec Orlandi, Account Director
Susannah Keller, EVP, Global Account Leader, MARS
Lisa Piliguian, EVP, Senior Director
Maya Iwata, Junior Art Director
Benner Rawley, Junior Copywriter
Jessica Dunne, Account Manager

MediaCom

Janine Serio, Partner, Planning Director

Integer

Ashley Degnan, Account Director

Weber Shandwick

Kristin Petersen, SVP, Account Director

THIRD EAR

Rina Tiffer, Group Account Director

M&M’s needed to reverse multi-year declines on our valuable ‘core’ flavors. To do this, we needed to make our product more enticing to impulse consumers by securing more retail display space in stores. Our solution was to imagine a wholly new occasion for chocolate: buying chocolate to spontaneously celebrate everyday occasions with the people in your life, or what we called ‘impulse gifting’. As a result, we grew M&M’s product sales by as much as 2x the category, and grew penetration for M&M's by +1.5% despite category penetration declines.