M&M’s Sweet Tour

5 Festivals + Six Flags + Disney Spring
45M+ impressions overall
Over 7,000 opt-in first-party data collected
7.5% avg. sales lift with participated retailers
Nominated for the 2023 Mars Make The Difference Awards

Experiential:

Redesigned the structure to extend beyond festivals, transforming touring retailer parking lots into vibrant music festival experiences for shoppers.

Shopper:

The activation was launched at over 60 retailer partners nationwide, where shoppers interacted with the M&M’S mascot, mixed tracks on the Mixtape Machine, and received exclusive samples, swag, and coupons.

Digital / Social:

We collaborated with nine underrepresented artists to create limited-edition M&M’S Sweet Suite content. Additionally, we launched M&M’S Mixtape, allowing fans to create and share their own tracks.

The 2023 M&M’s Sweet Tour was an exciting project that I led as the designer, art director, and production assistant. From concept to completion, I played a pivotal role in crafting the entire branding experience, encompassing both in-person and digital elements. This included designing the booth structure (rendered to specifications in 3D), creating booth artwork, packaging artwork featuring nationally syndicated M&M’s characters, and designing the sampling experience. Additionally, I contributed to the artwork and user experience/interface (UX/UI) for the music-themed interactive game, which was available both on-site and online. The primary objective was to create a seamless 360-degree awareness and engagement for M&M’s and music connectivity, not only at the festival booth but throughout the entire consumer journey.

Overall, the tour was a was a huge success, drawing massive crowds, creating big smiles, and amplifying brand engagement from the previous year.

CLIENTMars Inc.

DATE2023