Although there might be candy on the market that dyes tongues multiple colors more so than this particular one does, the M&M’s 2013 campaign is pretty playful. Instead of focusing solely on a slew of random colors on the tongue, it takes the concept a step further by showing how such candy reveals people's likes and hobbies. For instance, one girl is a believer in true love while another is a diehard Steelers fan.
The M&M’s 2013 campaign was conceived and executed by Acquity Group, an ad agency based in Chicago, United States. Almost a one man-show, it was creative directed, art directed and copy written by the multi-talented Kyle Stewart. The images were shot by photographer Matthew Downe, who allows the colors to stand out.
Key Themes Behind This Trend
- Personality-revealing Ads
- Using tongue color as a way to reveal people's likes and hobbies presents a disruptive innovation opportunity for personalization in advertising.
- Playful Candy Campaigns
- Taking candy advertising beyond random colors on the tongue and incorporating elements of personality can disrupt the traditional approach to promoting sweets.
- Multi-talented Creatives
- The M&M's 2013 campaign showcases the creative and multi-talented nature of individuals like Kyle Stewart, presenting opportunities for innovative collaborations in advertising.
Where This Applies
- Advertising
- The M&M's 2013 campaign demonstrates the potential for disruptive innovation in the advertising industry by incorporating personalized elements and creative storytelling.
- Candy
- The playful approach of the M&M's 2013 campaign highlights the potential for disruptive innovation in the candy industry through unique advertising strategies.
- Photography
- The collaboration between Acquity Group and photographer Matthew Downe in the M&M's 2013 campaign opens up opportunities for innovative and visually striking advertising campaigns in the photography industry.
