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M&M'S - "The Ring of Comfort" by International Food and Beverage Creative Excellence Awards - FAB Awards 2024

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TitleThe Ring of Comfort
BriefPeanut Butter M&M’S needed to provide comfort to Super Bowl losing teams and fans, but we needed a culturally splashy way to deliver that story.In our research on peanut butter and America’s love & fascination for the product, it was uncovered that it’s possible to make real diamonds out of peanut butter.The most famous cultural symbol for winning a Super Bowl is the Super Bowl championship rings: massive & glittering jewelry covered in diamonds that players wear proudly.But there has never been a cultural prize for the losing team, even though they’re the most in need of comfort.To create belonging for the losers while championing the power of peanut butter M&M’S to bring comfort, M&M’S created the Almost Champions Ring of Comfort: a first-of-its-kind, 14k gold ring with 12.7 carats and featuring diamonds made from M&M’S Peanut Butter.
Agency
Campaign The Ring of Comfort
Advertiser Mars
Brand M&M'S

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