M&M’s is one of the world’s most beloved chocolate candy brands, as are its lovable character mascots Red, Yellow, Green, Blue and Orange.

We were asked to develop a comprehensive global brand book for M&M’s that consolidates the core assets of the M&M brand identity, packaging, communications, tone of voice and characters. And, of course, it should also be fun. The brand book would be the guiding tool for all global marketing directors and creatives, who are considered shepherds of the brand.

The book was designed as five separate books, complete with DVD assets, packaged in a beautiful, modern bookshelf box. Each book in each M&M colour presents an individual marketing programme under the brand, with each page of every book carefully considered a unique and new opportunity to share the personality of the M&M’s brand.

The M&M’s Global Brand Book was sent out to over 60 MARS executives in 5 continents in order to implement the guidelines throughout their networks.This kit was created to assist the M&M’s corporate community and their partners in working towards building a stronger global brand.It helped leverage the essential elements that M&M’s owns at every opportunity in order to build the brand’s equity and provide consumers with ever-increasing value.The book has been valuable to brand stakeholders, as well as leveraging the guidelines and lessons that were created in each region to help build the business in new markets.