Starcom MediaVest Group (SMG) has launched an interesting integrated media idea for M&M’s latest campaign – M&M’s colour break-ups.

According to the company and its client Mars, the once happy gang of five M&M’s colours – Red, Yellow, Miss Green, Blue and Crispy – have had a falling out and will now be sold separately. As part of the campaign, if consumers find an M&M’s ‘Break-Up’ pack with mixed colours inside, they have chance to win prizes.

The campaign creative was produced by Clemenger and features a cover flipside in Famous that look as though it is an editorial piece on the ‘10 Most Shocking Break Ups Ever’, including Brad and Jennifer, Madonna and Guy, Britney and Justin and, in the number one position, M&M’s Yellow and Red.

It also features a series of TVCs and includes an online element.