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Have you heard about the Green Ones and their…uhmm…special powers? So had everybody else. And for Valentine’s Day, I helped M&M’S® take ownership of its own urban legend with the launch of the first-ever all-green packages.

But that’s not how it started.

The assignment from the president of M&M’S®: create a solitary shelf dangler.

Green M&M’S®? For Valentine’s Day? Is a dangler really enough to stand out in a sea of traditional holiday colors? I didn’t think so either. So instead of creating a single retail piece, I turned it into a fully integrated campaign designed to flirt with consumers at every possible touchpoint.

The result was “The New Color of Love” – a cheeky, immersive Valentine’s campaign built around the now-iconic Green M&M’S® character and her famously suggestive reputation.

From shelf takeovers and POP displays to innovative packaging that transformed every bag into an instant billboard, the campaign painted retail green. Saucy headlines, playful legal copy, online activations and attention-grabbing merchandising turned an existing brand myth into a full-blown cultural wink.

The campaign even expanded into a special Victoria’s Secret partnership featuring exclusive “Give some…get some” messaging and custom in-store Valentine’s activations that pushed the flirtation even further.

The result: a surround-sound brand experience that generated 20M+ consumer impressions across retail displays, packaging, POP and promotional partnerships during Valentine’s season. M&M’S® achieved 100% retail sell-through before product even hit shelves, transforming a simple seasonal promotion into a wildly successful Valentine’s ritual shoppers wanted to share again and again.

Oh, and that shelf dangler?

Somehow I never did get around to it.

For

M&M’S