People in Taiwan have had a hard time to relate M&M's brand DNA of colorful, chocolate and fun, essentially because Taiwanese have strong association with colors and political standpoints. Colors had been labeled with political standpoints, which became a source of stress for Taiwanese people. Because of their hate for politics, colors were no longer fun! It was M&M’s undeniable responsibility to make Taiwanese people feel the fun of colors once again.

Taiwan’s presidential election took place on January 16th, 2016. At the day, M&M’s five different color characters were on their official facebook fan page to encourage people to vote, and then a telephone call that recorded an act of vote buying on social media was released and been widely discussed. Shortly after, "M&M's Voting Colors for Fun" campaign was officially launched on the facebook site to reveal the consumer event. Five M&M’s candidates humorously related to current political events to rally for votes for one month both online and offline, getting Taiwanese consumers to be more familiar with M&M’s characters and voting for them by product purchases.