Global confectionery brand M&M’s and PR agency The Romans approached us with a flavourful challenge: to produce a two day pop-up nearby the flagship M&Ms London store in Soho to mark the UK launch of M&M Minis.
To execute this brand activation, we had two objectives to meet: produce an interactive experience that introduces consumers to the new product and also reinforce the brand’s unserious, colourful and mass market message: ‘one for all, and all for fun’.
From guests creating miniature chocolate versions of themselves to being the first to sample M&M Minis in the UK, this activation was filled to the brim with interactive elements, creating a buzz with online attention as well as physical footfall – a win-win in our book. With Leicester Square only a short walk away, guests were also encouraged to visit the M&Ms flagship store – the biggest candy shop in the world.
Bursting with colour, variety and fun, just like the sweets themselves, this unique pop-up successfully showcased M&Ms as an accessible, family friendly brand and introduced its new product line in a way that achieved both digital and on the ground reach.