Dark Chocolate M&M's - Spec Project
The Problem
M&M’s has a strong foothold in the candy market as a fun, colorful, lighthearted brand. But
when it comes to dark chocolate, the positioning becomes trickier. Consumers often
associate dark chocolate with being sophisticated, moody, or indulgent, not whimsical.
The challenge: How do we help M&M’s own the “dark” space without losing the brand’s
playful personality?
The Insight...
Dark chocolate lovers often joke about their emotional depth, sarcasm, and “darker” sense
of humor.
M&M’s characters, known for their quirky personalities, are a perfect vessel for poking fun
at life’s melodrama.
Leaning into dark humor not only fits the product but creates relatable, shareable content
for younger audiences who bond over ironic, self-deprecating humor.
The Solution / Campaign Idea
Introduce M&M’s Dark Chocolate Era: A campaign where the M&M’s characters spiral into
over-the-top melodramas, existential crises, and self-aware comedy, all while promoting
the indulgent “dark” side of M&M’s.
By exaggerating their quirks and personal “struggles,” we use humor to show that M&M’s
Dark Chocolate isn’t just a richer flavor, it’s a whole mood.
