MARS Chocolate North America

Debra Sandler - President, Chocolate
Seth Klugherz - Mktg. Director
Kate Rogers - Assoc. Brand Manager

BBDO New York *Lead Agency

David Lubars - Chairman, CCO
Tim Bayne - SVP, Creative Director
Lauren Connolly - SVP, Creative Director
Kirsten Flanik - Managing Director
Susannah Keller, SVP, Sr. Acct. Director
Crystal Rix - SVP, Planning Director
Justin Zerrenner - VP, Acct. Director

Weber Shandwick

Digitas

Thomas J. Paul, Inc.

After M&M'S was dethroned as the #1 chocolate in America by Reese's, the brand sought to regain its rightful ranking in the chocolate category. Research identified a unique challenge: consumers no longer associated M&M'S with chocolate; instead they mistook it for candy. To remind consumers M&M'S are 100% pure milk chocolate, we debuted the Ms. Brown M&M, which consumers actually believed to be more chocolatey than any of the other colors. She was the perfect spokeswoman. The Super Bowl spot ranked #1 and sales increased at more than double the category growth.