3 Musketeers was one of the less popular chocolate bars in M&M Mars’ lineup (which includes Snickers, Milky Way, M&M’s, Twix and many others). But it had some level of popularity with women who enjoyed its light, fluffy nougat filling. M&M Mars conducted focus group studies and found that kids actually liked 3 Musketeers because it was tasty and easy to eat, due to its soft center. (Historical client)
M&M Mars wanted to re-target the chocolate bar to kids in a memorable way.
WHAT WE DID
We wrote mini-action-movie commercials starring the 3 Musketeers characters. Each adventure was a loose adaptation of a famous Hollywood film with the plot centering around our three heroes as guardians of the fluffy chocolate nougat in the center of a 3 Musketeers bar.
The mini-movies were hugely popular, life-sized 3 Musketeers characters made appearances at numerous public events, and the chocolate bar moved up from #9 to #3 in the M&M Mars lineup (right behind the all-powerful Snickers and M&M’s themselves).