M&M’S 75th Anniversary
The task: how to celebrate 75 years of the brand but still keep the younger demographic engaged and paying attention. We took the brand’s classic song, “Candyman” (made famous by Sammy Davis, Jr.), and reimagined it with modern, badass musicians — Grammy-winning producer, Zedd, and singer-songwriter, Aloe Blacc.
“It’s pretty unusual to see hitmaker Zedd collaborating with the candy giant. In typical Zedd fashion, he is able to fuse his sound with Blacc’s vocals to cook up an infectious new hook heavy confection that feels so good.”
The 75th Anniversary campaign led the brand to grow sales eight times faster than the chocolate category.
