2020 Winner

CASE SUMMARY

M&M’s has been using its “melts in your mouth, not in your hand” tagline for 60 years. But that only complicated Mars Wrigley’s launch of a new M&M’s milk chocolate bar, one that actually does melt in your hand. The iconic slogan did not apply, so BBDO “borrowed” another one. M&M’s included the hashtag #FingerLickinGood in a social post, causing a public kerfuffle with KFC, its original owner, that lasted 48 hours. After a few tough-talk exchanges invoking lawyers, M&M’s eventually relented. The staged banter (which had been cleared by KFC beforehand) contributed to a sales increase of 10% year-to-date.

Credits

Chief Creative Officer, BBDO: Denise Rossetto, Todd Mackie
SVP, Creative Director, BBDO: Derek Blais
Art Director, BBDO: James Leake
Copywriter, BBDO: Marissa Mastenbroek
VP, Group Account Director, BBDO: Stephanie Page
Account Director, BBDO: Stephanie Martins
Executive Producer, Flare BBDO: Dave Lembke
Producer: Rob Quan
Account Supervisor, BBDO: Sydney Starke
Account Executive, BBDO: Sarah Atteck
Producer: Rob Plaxton
Producer, Ricochet: Janice Rebelo
Director: Jordan Dashner
Director of Photography: Luke McCutcheon
Production Artist, BBDO: Jason Rooney
Audio Production Manager, Ricochet: Mike Rosnick
Flame Artist, Ricochet: Andrew Hobbs
Editor: Jason Grebski
Colourist: Roslyn Disanto
Copywriter, BBDO: Jason Perdue