Campaign created by T&P powered by Mirum starring the brand’s mascots
“This Easter, hunt for fun: hunt for M&M’S.” This is M&M’s proposal for the date. Created by T&P powered by Mirum, the campaign invites the public to participate in a “treasure hunt” in a fun and shared way.
The brand’s seven characters are the protagonists of the play and are responsible for inviting the public to play through different forms of hunting, such as hunting for Easter recipes, fun hunting with the characters or different options for gifting. .
“This Easter, we will reinforce this fun for consumers to enjoy the season in a lighter and more enjoyable way, sharing unique and more colorful moments”, said Carla Marconcini, Marketing Manager for the M&M’s brand.
In addition to the digital strategy, the campaign includes external activations, with emphasis on the São Paulo subway, at the S station. The brand will also have influencers who will act as spokespersons.
The campaign features content production from this diverse squad of influencers, curated by the Cely agency.
Mars Wrigley, owner of M&M’s, has invested in strategies that promote experiences with consumers of various profiles and, to date, the company wants to strengthen the purpose of inspiring moments of happiness through connection and shared moments.
“At Mars, our purpose is to ‘Inspire moments of happiness every day’ and M&M’S plays a fundamental role in this proposal. The brand reinforces the connection between people, promotes fun and makes the public identify with the characters and their personalities. Throughout Easter, we want to awaken the feeling of belonging by connecting them even more with the brand through light and fun content”, explained Denise Door, Marketing Director at Mars.
