THE BACKGROUND
This entire M&M’s campaign mainly revolves around the idea of having ‘guilt-free’ meals. According to a recent study,
Asians are becoming more health-conscious and are watching their diet more closely. This results in lower sugar and fat consumption, two contents which are present in snacks and chocolate. However, research has also shown that fats are indeed needed to maintain the energy balance in the body. Hence, this campaign leverages on the concept of ‘cheat days’, where one is allowed to consume whatever they want on that particular day.
The target audience for this campaign are Asian Youths 18-28 years old who are health enthusiasts and lead a healthy lifestyle.
The strategy was to position M&M’s as a go-to chocolate that will help with the energy balance. The aim was to show the target audience that M&M’s could seamlessly blend into their healthy meals, giving the audience the best of both worlds on their cheat days. In addition, they do not need to feel guilty about consuming M&M’s because it has a positive impact on their diet.
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