- M&M’s is leaning into its quality as a candy that is easily shared through a new global creative platform, “It’s More Fun Together.”
- The new platform continues the use of the brand’s familiar spokescandies, but uses the brand’s signature ampersand to showcase the ways M&M’s can enliven any occasion. The new creative also highlights the many varieties within its product portfolio.
- The “It’s More Fun Together” creative is designed to resonate with audiences in the more than 100 countries where M&M’s are sold.
The company constructed the campaign around the insight that roughly 80% of Gen Z, Millennial and Baby Boomer consumers name M&M’s as their favorite candy, according to YouGov and Statista research, suggesting the treat has a way of bringing people together and creating connections.
The new campaign intermixes the familiar spokescandies with people in real-life scenarios where M&M’s are present. One story, for instance, depicts two parents waiting anxiously in a hallway as a voiceover describes potty training a toddler and being ready with a candy reward for a successful attempt. The door opens to find the red M&M emerging from the bathroom, only to reveal that the child is in his room, and claiming the reward.
Other stories include a family gathering together for a scary movie night on a couch calming their nerves with M&M’s (and commentary from the spokes candies), two older adults trying to find some romantic time together at home, only to have it spoiled by a houseguest, and a young woman enjoying alone time with peanut M&M’s until she finds a funny social media filter that compels her to share both with a nearby friend.
An additional slate of spots is purely animated and depicts different types of M&M’s being created out of liquid chocolate and other ingredients. One spot, for instance, shows a peanut being covered in chocolate and then covered by a candy shell. The spot concludes with the yellow peanut M&M’s character saying, “I do look delicious.” Other spots in that vein feature M&M minis and the traditional M&M candies.
“By leaning into the fun that has made M&M’s such a beloved, iconic brand, we open up immense opportunity for the type of creativity that has made this brand generationally compelling,” said Rankin Carroll, global chief creative officer, Mars Snacking, in a statement. “We know that to maintain this iconicity, we must – and we will – continue to keep fans at the heart of how the M&M’s brand comes to life. Co-creation is the future of brand building, and ‘It’s More Fun Together’ lays the foundation for us to do just that.”
