BBDO New York Uses AR to Imagine What’s Going On Inside a Bag of New M&M’S Mix

At last, M&M’S fans can grab one bag that includes all of their favourite flavours mixed together with the introduction of M&M’S Mix. Classic Mix features the top three most popular varieties—Milk Chocolate, Peanut, and Peanut Butter—and Peanut Mix includes Milk, Dark, and White Chocolate Peanut M&M’S.

But, how do the iconic M&M’S characters feel about being cramped together in one bag?

To help promote the latest product innovation, M&M’S and BBDO NY created an equally innovative campaign that tackles this burning question.

Work includes M&M’S first-ever AR print ad—when you hover a phone over the ad, the scene featuring all of the M&M’S characters comes to life, with the animated candies taking center stage via a Snapchat AR experience. At last, M&M’S Mix is here, and now you can dive right in—literally! 

The print ad is currently running in the latest issues of PEOPLE, Billboard and Sports Illustrated, among other outlets. 

The campaign also includes social and online videos taking viewers inside the M&M’S Mix bag.

In addition, a series of product-integration digital videos were made specifically for M&M’S Mix and featuring the creative to live across PEOPLE (18 videos), PEOPLE en Espanol (16 videos), and Entertainment Weekly (16 videos). Based on enjoying a share-size bag of the new product when streaming entertainment and snacking with friends, Meredith leveraged these three entertainment brands to create a first-to-market partnership. The creative runs as part of PEOPLE magazine’s popular “PEOPLE Picks” touting the best in TV, film, and books.