Campaign details
Brand: M&M'sBrand owner: Mars-Wrigley ConfectioneryLead agency: BBDO GuerreroContributing agency: Mediacom PhilippinesMarket: PhilippinesIndustries: ConfectioneryMedia channels: Social media, Voice, chatbotsBudget: Up to 500k
Executive summary
Chocolate snack M&M's increased relevance during Valentine's by creating a customised chatbot to help young adults in the Philippines creatively express their love.
Valentine's season represented a huge sales opportunity for M&M's, but it faced challenges: it has a kiddie image and is a small brand fighting for attention during the Super Bowl of the chocolate category.
M&M's needed to...