We executed the most comprehensive advertiser integration ever completed by the legendary Dick Clark’s special programme on the ABC network. The M&Ms 'lost' their famed colours on national TV at the stroke of midnight on Dick Clark’s New Years Rockin’ Eve, highlighted by 'live' interviews between Dick Clark and the M&Ms characters. Bowls of coloured M&Ms were switched on the set and Dick Clark consumed handfuls of each throughout the evening, all aimed at dramatising the colour-loss event!

Dick Clark’s New Years Rockin’ Eve enjoyed one of its highest ratings ever, ensuring tremendous reach. High memorability of the execution drove consumer measures of likeability to skyrocket for the M&M’s spokes-candies. The Black & White promotion is one of the most successful ever executed by Masterfoods, confirming the depth of consumer loyalty and affection for one of the world’s best-loved candies.