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M&M’s gets personal with limited edition packs for The US Oscars

By Jenny Eagle contact

- Last updated on GMT

M&M's lauches M&M's Messages. Photo: M&M's
M&M's lauches M&M's Messages. Photo: M&M's

Related tags: M&Ms, Peanuts, limited edition

M&M’s is redesigning its packaging for a limited time to coincide with this year’s Oscars on February 9.

The snack manufacturer will begin rolling out personalized packs of M&M's Messages in stores across the US starting on January 20, in Milk Chocolate, Peanut, Peanut Butter and Caramel, encouraging people to celebrate, connect and find humor in the little things in life.

Red Carpet edition

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The 36-themed packs have funny, witty and loving messages ranging from “Congrats on that thing you did’ to “I love being socially awkward with you.”

It is also launching M&M’s Messages Party Box: Red Carpet Edition online for friends and family who want to watch the 92nd​ edition of the Hollywood awards show on TV. 

The 92nd Oscars will be held on Sunday, February 9, 2020, at the Dolby Theatre in Hollywood, and will be televised live on the ABC Television Network at 6:30pm ET/3:30pm PT. 

"The goal of M&M’s Messages is to give fans a way to feel more socially connected by focusing on unique tasting interactions. With that, we wanted to create a larger, more premium moment to give fans a fun opportunity to connect with their friends – both in person and on social media," said Allison Miazga-Bedrick, brand director, M&M's.

"The M&M’s Messages Party Box: Red Carpet Edition celebrates the interactions that make for a memorable viewing party and creates a tasting experience for guests, while also including a space where you can write out your own Message of the Night on the box and snap a photo to share with all friend groups on social media. Beyond the award show box, there are a variety of social-focused elements of the marketing campaign, including a Twitter takeover, a social influencer partnership and program with YouTube."

Miazga-Bedrick added, the idea behind M&M’s Messages was to reinvigorate the packaging with the voices and personalities of the M&M’s characters to new fans.

BBDO New York developed the sayings that are on the pack and the company collaborated with artist Erik Marinovich to bring this vision to life. Additionally, the M&M’S Messages Party Box: Red Carpet Edition was a collaborative effort between the M&M’s brand and Mars Retail Group.

"As an iconic entertainment brand, M&M’s has been a part of award shows throughout the years through advertisements, influencer partnerships, promotions and more. M&M’s Messages packaging lean into humor and human connection, which are common sentiments evoked during awards season, making this the perfect stage to showcase the brand’s witty and amusing new packaging," ​she said.

"While the past two years we focused on the Super Bowl, we’re excited for M&M’s to take the spotlight in a new way during this year’s show.​"

The M&M’s Messages packages are a limited-edition run featuring the four core varieties, however, the original packaging will still be available during this time frame. 

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Party Box

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The M&M’s Messages Party Box includes; 12 M&M's Messages packs; a rollout red carpet that can double as a table runner; a custom space to write your own Message on Oscars Night and share on social media and the sound of fans applauding as you open the box.

After the show, the company will extend the story on YouTube by creating customized videos that tailor its M&M's Messages to specific audiences and content.

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