Mars Wrigley – Household Name Chooses Envano

Creative

Billboard
As a household name for over 100 years and the first candy to make it to space, it's safe to say M&M’s have a lot of fans.
Everybody loves M&M's, and in Green Bay, everybody loves the Green Bay Packers. So naturally, Packers branded M&M’s were a touchdown! Envano partnered with M&M’s to promote their limited edition Packers-themed promotional tailgate packs.

The Challenge

The goal was to promote their branded M&M’s for every NFL team in creative ways, but before launching their idea across every franchise, M&M’s wanted to test their team-branded tailgate packs on Packers fans. They needed a local marketing team with a pulse on the community and a connection to the fans to conduct their market research.

Envano was the perfect fit. An incredible product paired with our expertise made for a dynamic duo! We knew we needed a creative approach and to work fast. Envano was eager to tackle the challenge.

The Solution

Envano decided on a dual-sided approach reaching across the physical and digital divide to create engagement.

Physical Approach:

Our team fanned out across Green Bay, hitting hotspots like Festival Foods, Hinterland Brewery, and Lambeau Field. We created feather flags and invited the green and yellow M&M's mascots to join us in drawing attention to our booth so the fans could find us. We wanted to create buzz and give people a taste of the green and gold!

M&Ms Flags
M&Ms Billboard

Digital Approach:

To grab the attention of fans, we created Blip Billboards for the billboards along the highways leading to the stadium.

M&M's wanted to connect with customers digitally by providing an interactive mobile experience. Located on each unique box of M&M's was a QR code sending customers to a fan landing page. The page featured an augmented reality camera, digital stickers, and fun Packers and M&M’s statistics, creating a multidimensional product for their customers.

The Result

The market test results were a success; fans loved the Packers branded packs.

We distributed a full palette worth of product (thousands of sample packs), helped them collect relevant market data, and exceeded expectations on specialized sales.

We even convinced a few Bears fans to enjoy the Packers-colored chocolates! The client team was thrilled with our performance, and we had a lot of fun doing it!

M&M boxes

Other
Stories