M&M’s crowdsources next TV spot via virtual coloring book

Dive Brief:

  • M&M’s developed a virtual coloring book at, providing consumers a chance to be featured in the brand’s next TV spot, according to details shared with Marketing Dive.
  • Now through May 17, consumers can color pages in the digital M&M’s Coloring Book, with each page corresponding to a frame of the upcoming TV commercial.
  • The spot that will air in June will merge many of these creations for a message about togetherness.

Dive Insight:

M&M’s appears to be tapping into the adult coloring book trend, which first emerged several years ago and seems ripe for a

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