Before making a bold color play in packaging and product for M&M’s this year, Masterfoods USA rolled out 37 million packages of the chocolate candies completely sans color. The black-and-white concept and design by the Arnell Group, touted via ads that placed the usually vibrant-hued M&M spoke characters into a black-and-white scene of “The Wizard of Oz,” were part of a “Great Color Quest” promotion. The “reintroduction” of the brand featured a newly brighter mix of colors for the M&M’s themselves and their packages.
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The New York Times - Business Day
The New York Times - Business Day