Premiumising the M&M’s advent calendar

Advent of a New Approach

The 3D pop-up advent calendar for M&M’s was the result of our in-depth, collaborative process with Mars Wrigley’s brand innovation team. The added value product has demonstrated the potential for a new premium sector within mainstream confectionery advent.

It derived from a new design approach and a key consumer insight that traditional advent calendars quickly become ripped, dog-eared and tatty as Christmas Day nears. By exploring the role that advent calendars play in the Christmas ritual, with the witty and sociable brand character of M&M’s, we were able to create an innovative and interactive pop-up advent story that gets better throughout December…