We saw an opportunity in Germany to help make the German comedy scene more diverse and more inclusive. Only 10% of well-known German comedians are women. And there is a severe lack of LGBTQIA+ and BIPOC representation in German comedy as well.

We created an activation, not an ad, and engaged an entire country

around diverse, German comedians and their content and got

consumers to vote for their favorite.

Did it work?

By utilizing the brand’s entire ecosystem, Projekt Open Mic drove

+41% net sales and returned M&M’S to the #1 bitesize candy in Germany.