In May 2017, M&M'S introduced caramel-filled candies wrapped in the brand's iconic colorful shell — a major innovation backed by a multi-channel launch spanning broadcast, print, digital, and large-format outdoor.
M&M's Caramel
M&M'S brought a nostalgic, comforting caramel profile into its chocolate lineup — a familiar flavor delivered with the playful personality fans expect from the spokescandies.
Building on decades of innovation beyond classic milk chocolate, the caramel introduction reinforced how M&M'S continues to reshape everyday candy occasions.
Caramel's campaign
The week of May 11, 2017, M&M'S launched creative featuring a personified square of caramel voiced by David Cross — awkward on purpose, surrounded by the broader M&M'S cast encouraging him to break out of his shell.
The effort extended across television, print, digital screens, and substantial outdoor placements to reach households and shoppers nationwide.
Unsquaring Times Square
New York's Times Square temporarily went "unsquare" as billboards became part of an enlarged arcade-inspired experience.
Fans could download the Blippar app, scan featured placements, and step into a retro arcade-inspired digital layer tied to the caramel narrative.
Join the fun anywhere
Beyond Times Square, consumers could scan M&M'S Caramel packaging with Blippar to unlock the experience on iOS and Android — extending the story into grocery and convenience trips.
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