How did customers boost sales and strengthen a retailer-manufacturer relationship?

Mars Chocolate co-created a new strategy with shoppers to boost M&M’s sales at one of the world’s largest retailers.

The challenge

Sales of the iconic M&M’s brand had stalled at one of the world’s largest retailers. Mars had just four months to develop a winning strategy.

Our approach

C Space facilitated co-creation sessions with senior Mars leaders, key retail stakeholders, and customers to explore candy’s role in our lives and develop fresh and innovative ideas for closing the M&M’s sales gap.

The result

The “Big Night In” – an omni-channel marketing campaign, created by customers. Besides improving the relationship between Mars and its retail partner, the campaign led to an overall candy category lift of 11.3%, an M&M’s brand lift of 8.9%, and a sell-through rate of 98.3%.