# Personality-Revealing Tongue Ads The M&M’s 2013 Campaign Focuses on People's Differing Inter By Meghan Young | Published 2013-08-07 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/mms-2013-campaign References: [ibelieveinadv](http://www.ibelieveinadv.com/2013/08/mms-alden-jess-tina/) & [acquitygroup](http://www.acquitygroup.com/) Although there might be candy on the market that dyes tongues multiple colors more so than this particular one does, the [M&M’s](https://www.trendhunter.com/trends/mms-red-one) 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](https://www.trendhunter.com/trends/hellmanns-field-goal-challenge) 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. ## Trend Insights (Trend Hunter) - Score: 2.5/10 - Popularity: 33% | Activity: 33% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### 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. ## Related on Trend Hunter - [Escapism-Inspired Candy Campaigns](https://www.trendhunter.com/trends/creed-bratton.md) - [Major Fan-Centric Candy Campaigns](https://www.trendhunter.com/trends/skittles-obsessed.md) - [Customizable Retail Experiences](https://www.trendhunter.com/trends/personalized-offerings.md) - [Candy-Inspired Holiday Movies](https://www.trendhunter.com/trends/mms-red-one.md) - [Pop Culture Candy Packaging](https://www.trendhunter.com/trends/album-art-packaging.md) - [Fruity Creative Campaigns](https://www.trendhunter.com/trends/soft-on-the-inside.md) - [Humorous Chocolate Spots](https://www.trendhunter.com/trends/chocolate-like-nobodys-watching.md) - [Candy Chocolate-Themed Opulent Rings](https://www.trendhunter.com/trends/almost-champions.md) - [Romantically Colored Candy Ranges](https://www.trendhunter.com/trends/mms-cupids-blend.md)