CHALLENGE 

M&M’s is globally loved for its humour and joy, but in Vietnam it hadn’t cut through to a younger audience. Gen Z knew the brand, but it didn’t speak their language, especially in the year-end festive season saturated with campaigns targeting them. And during the year-end festive season - typically saturated with picture-perfect campaigns - we have to make M&M’s meaningful, not by turning up the volume, but by tuning into what Gen Z was really feeling. The emotional tension? Anxiety — Vietnam’s most common youth mental health issue, affecting 18.6% of young people. Rather than ignore it, we embraced it.* Leaning into what M&M’s do best - creating lightness where it’s needed most - and positioning M&M’s as the brand that gets Gen Z. 

*Source: Vietnam Adolescent Mental Health Survey (2022)

SOLUTION

We did what M&M'S has always done best: turning life's awkward, imperfect moments into something you can laugh at and share. To make this happen, we launched M&Memes and partnered with Miu Lê, a top singer, comedian and Vietnam's unofficial queen of dramatic overreaction celebrated for her vibrant humor and deep connection with Gen Z audiences. She's loud, emotional, hilarious and crucially, a self-declared M&M'S mega fan since childhood. While our M&M'S crew were reimagined as emotional avatars that mirrored Gen Z's daily internal drama, Miu Lê became the meme icon of our campaign introducing M&Memes - a mashup of Miu's larger-than-life personality and the brand's playful tone. Our partnership with Miu Lê allowed us to make our content series even more shareable and really connect with Gen Z in their everyday emotional chaos. With each video capturing an all-too-familiar micro struggles in identifiable daily moments, Miu Lê helped us say the quiet part out loud and laugh at it. Not by dismissing anxiety, but by showing how a little chocolate (and a lot of humour) can take the edge off. Miu didn't just represent Gen Z, she channeled them. Suddenly, M&M'S wasn't just another brand. It was part of the conversation.

ACCOLADES

DigiZ Awards 2025

🥈Best Digital Launch/Rebranding Campaign
🥈Best Digital Mass Audience Campaign

Loyalty & Engagement Awards 2025

🥈Best Use of Social Media