M&M's have been associated with the movie-going experience for some time. With theatre sales accounting for a large amount of M&M's revenue, the consistently dropping attendance at cinemas had us concerned. We wanted to double down on the association with a bold presence at Cineplex-Odeon theatres.

Our research showed us that the chocolate lentils themselves were the branding cues that were most likely to lead to action. We used this to create POS messaging and movie posters that associated M&M's with big summer releases and movie tropes (while not directly using any movie's intellectual property).

Paul Hanlon. 

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