MiNiS READY-TO-SHARE TREATS

Our assignment was to  promote a new form of candy treat—the MiNi for Mars Chocolate Inc. Not to be confused with snack size bars, the MiNiS are a smaller more shareable (think office candy bowl) form of their most popular candy brands. A secondary objective was to drive awareness of the new stand-up packs that allowed consumers to take MiNiS pack with them wherever they went—like a portable candy bowl. With 5 well established brands in the line-up, we needed to create a unifying visual identity that would not favor any particular brand. Following a bold and simple design principle advocated by Mars Inc., we created  a striking key visual, blocked in blue that created a stage to hero the products in an often cluttered in-store environment. The bold and simple design translated well to digital and allowed us some light hearted executions on digital to support our in-store promotions.

Art Director, Design:  Som Peri
Writer: James Best
Creative Director: Chris Newkirk