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: