My M&Ms enjoyed so many positive characteristics of a strong brand – product uniqueness, positive product reviews, association with a well loved master brand – M&Ms, and an excellent digital experience. However, it suffered from virtually no repeat business – quite simply, buying personalized M&Ms was not a habit when users thought of personalized gifts.

We redefined the brand to address the endless possibilities to create unique gifts for a range of occasions. The new Brand Strategy then became the lens to redesign and message the web experience to drive repeat purchase and make MyM&Ms a habit in the lives of our core customers.