M&M’s delivers latest “more fun together” global creative platform
M&M's creative platform is based on its core message of "It's more fun together." Pic: mars
A fresh creative direction has been signalled by M&M’s as it unveils a new international creative platform, “It’s more fun together,” that seeks to offer relatable stories and shared moments that are aiming to boost engagement with its core audience, reports Neill Barston.
The brand played a notable role for the company’s presence at the recent Sweets & Snacks Expo event in Indianapolis last month, in which it released a major new peanut butter and jelly variety, as well as a host of key releases across its parent company, Mars. (watch our exclusive show video review below, which features a broad range of interviews, including Mars-owned brand Tru-Fru).
According to the company, it is now ‘doubling down’ on one of its main themes of delivering enjoyment of its core confectionery, and tapping into the humor of its beloved spokescandies that have provided a memorable focal point for the brand over the years, and have featured heavily in its maketing.
“For more than 80 years, M&M’S has proven that fun is better when shared,” said Jane Hwang, Global Portfolio Vice President and Managing Director M&M’S. “The new creative behind ‘It’s More Fun Together’ builds on our rich history and uses our brand’s signature jester wit and humor to spark connection, inspire fun and create moments of shared laughter for our fans — because no one brings people together through laughter and fun better than M&M’S.”
As the business revealed, its latest platform aims to show relatable real life examples of how M&M’S can bring spontaneous fun to any situation, and includes a number of video reels that showcase its spokescandies mixing with consumers.
In addition, it also aims to highlight the sheer range of flavours that continue to make up its portfolio, from chocolate to caramel to toasty peanuts, as well as showcasing the fact that the brand is now marketed in more than 100 countries around the world, and that its ranges are regularly enjoyed by a diverse range of global communities. The platform is also retaining its focus on its ampersand, which has been designed to demonstrate the many ways M&M’S brings people together through the power of fun.
As the company noted, with nearly 8 in 10 Gen Z, Millennials, and Boomers naming M&M’S as their favorite candy, the brand has a unique ability to unite generations through fun. “It’s More Fun Together” taps into the universal truth that humanity craves togetherness2, and blends humor, spontaneity and everyone’s favorite iconic chocolate candies to celebrate shared moments that connect us.
“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. “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.”
