M&M's regain their color.
What does this mean for M&M's longrunning animated characters? They'll be back this summer, according to BBDO/New York creative directors Susan Credle and Steve Rutter. In the meantime, the new campaign shows off another side of the brand. "I think M&M's is a big enough brand to have two tones," Credle says. "Some people still think of M&M's as a children's brand, and we thought doing something more abstract would be a way of bringing more people into the brand. Although it's very different from the character advertising, I think it's still light and fun."
Forthcoming spots will each focus on a different candy color, as interpreted by different artists in cooperation with Charlex. The campaign also has a musical theme, with each spot featuring a reinterpretation of the Petula Clark tune "Color My World." The debut spot, "River of Chocolate," actually comes with different soundtracks for different demos -- an ethereal electronic number for moms and a hip-hop mix for kids -- both created by New York's Big Foote Music.