M&M’s masterclass in communicating an innovation
Posted by Alan Morrison on June 17, 2010
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M&Ms are launching a new variant in the US: M&M Pretzels. It may have been a good piece of insight work which helped them identify the opportunity for the launch, but it took something else to communicate it this well. To me, the new ad ticks the most important boxes for communicating innovations:
Explains what it is (easy): Tick
Generates interest/curiosity for trial (moderately difficult): Tick (for me anyway)
Stays on-brand and establishes it as a natural extension of the brand (difficult): Again tick
Do all three at the same time (the most difficult of all): Absolutely. For me, that’s what makes this ad fantastic. See for yourself:
Alan,
I really enjoyed that ad and couldn’t agree with you more. It’s so simple and I’d love to try the product. Won’t be long until we see it on shelf!