Ricktok

How do you land your new global brand platform "It's More Fun Together" in a divided world where social media is the most un-together place imaginable?

You launch it with a single fan on a single mission.

75 year old Rick Stephan, an M&Ms memorabilia collector, was searching for one missing item to complete his 3000+ piece collection. A super-rare apple tree salt & pepper shaker.

So M&Ms turned their TikTok into RICKTOK. And, for four weeks, M&Ms social served only one purpose. Find Rick’s Apple Tree.

Cannes Lions 1 Bronze