M&Ms

Intro

M&M’s has a lot going for it — cute, memorable characters, a wide range of flavors, not to mention a storied brand over 80 years strong. But how could Mars Inc. expand the candy brand’s identity beyond its sweet core elements? Kristie Malivindi, design director at Jones, Knowles, Ritchie, catches up with A Change of Brand to recount how JKR navigated stakeholder apprehension to create a full-fledged, flexible system that’s not short on fun.