- M&M’s revealed a new creative platform, “It’s More Fun Together,” that promotes a message of togetherness through humor and cross-generational bonding, in accordance with a press release.
- New spots depict occasions, including a family movie night and a pair settling right into a romantic evening that’s disrupted by a visiting relative, where M&M’s unite people. The brand’s signature spokescandies crack jokes and add a component of surprise within the spots.
- The effort was developed for a world audience spanning over 100 markets, with an emphasis on the ampersand in M&M’s name to hammer home the theme of unity. The marketer joins others within the industry in specializing in connection in divisive times.
At a time when many CPG brands are reinventing themselves to raised cater to Gen Z, M&M’s is taking a cross-generational approach with “It’s More Fun Together.” The concept for the platform is rooted in survey data from YouGov and Statista that show a majority of Gen Z, millennials and boomers within the U.S. cite M&M’s as their favorite candy, underpinning the Mars-owned confectionery brand’s broad appeal.
“We know that to take care of this iconicity, we must — and we’ll — proceed to maintain fans at the guts of how the M&M’s brand involves life,” said Rankin Carroll, global chief creative officer of Mars Snacking, in an announcement. “Co-creation is the long run of name constructing, and ‘It’s More Fun Together’ lays the inspiration for us to just do that.”
A fresh crop of ads accordingly depict people of various ages and backgrounds bonding over M&M’s. In one spot promoting M&M’s Minis, a millennial couple eagerly waits to see if their toddler has gotten the hang of going to the toilet alone, only to be surprised when the red M&M spokescandy walks out of the john and asks for a reward.
Another ad, “Jump Scare,” shows parents settling in to observe a horror movie with their twins, when the dad suddenly emits a high-pitched scream. The blue M&M warns the scares are only just getting began. Each video closes with M&M’s products because the “&” in the emblem flashes different colours. Other spots running as a part of “It’s More Fun Together” are more product-oriented, highlighting the taste of offerings akin to peanut- and milk chocolate-flavored M&M’s.
The campaign will run across digital, social, TV, out-of-home and other traditional ad channels and includes partnership and activations on the brand’s experiential retail stores, per details shared with Marketing Dive. “It’s More Fun Together” was created by Team OMC and BBDO with paid media by EssenceMediacom and PR by Weber Shandwick.
“It’s More Fun Together” arrives several years after M&M’s was caught in a swirl of controversy after updating its spokescandies to be more inclusive, which drew criticism from right-wing commentators. Changes included introducing a purple spokescandy mascot themed around acceptance, who aspects into “It’s More Fun Together.”
M&M’s leaning into messaging around unity could resonate at a moment when many consumers are divided. Other confectionery brands have taken an identical tack of late. Twix, one other product under the Mars portfolio, ditched a long-standing give attention to the left-right divide of its twinned chocolate bars earlier this yr, pivoting to marketing that has people working together. The multimillion dollar campaign, “Two is multiple,” is meant to deal with how sick young consumers are of polarization and capitalize on their interest in living life to the fullest.
Mars ramping up its creative initiatives comes because it is potentially mulling other changes around its marketing. The company is planning to maneuver its media account from WPP Media, formerly GroupM, to Publicis, Digiday reported, citing sources familiar with the matter.
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