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Key Takeaways:
- M&M’S launches a new global platform that centers on joy, humor, and shared human connection.
- The campaign reintroduces the iconic spokescandies in everyday moments of fun and spontaneity.
- “It’s More Fun Together” will reach audiences in over 100 countries through multi-market rollouts.
M&M’S is doubling down on joy with a global campaign built to bring people together, one colorful chocolate at a time.
To mark its 80th year, M&M’S has launched “It’s More Fun Together,” a new creative platform that brings back the brand’s signature humor while spotlighting connection.
The campaign leans into the idea that sharing candies and laughs is still one of the simplest ways to bring people together.
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In the new platform, the brand is once again putting its iconic spokescandies front and center, delivering the brand’s quirky humor through fresh storytelling.
“For more than 80 years, M&M’S has proven that fun is better when shared,” said Jane Hwang, Global Portfolio VP and Managing Director for M&M’S.
“This new creative builds on our rich history and uses our brand’s signature jester wit and humour to spark connection, inspire fun and create moments of shared laughter for our fans.”
The approach is backed by data revealing nearly 8 in 10 Gen Z, millennials, and boomers count M&M’S among their favorite candy brands.
While the new campaign doesn’t stray far from M&M’S winning formula, it introduces new ways for fans to engage with the brand in their everyday lives, often in ordinary, spontaneous moments.
“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," Mars Snacking’s Global Chief Creative Officer Rankin Carroll added.
"Co-creation is the future of brand building."
The platform is rolling out across all of M&M’S 100+ markets and aims to connect with audiences across generations.
Everyday Moments into Shared Fun
M&M’S campaign includes a series of relatable stories where the candies bring spontaneous fun to everyday situations.
From office break rooms to awkward first dates, the new content highlights moments where a bag of M&M’S can spark connection — or at least lighten the mood.
Apart from these spots, the brand has also rolled out several short clips of the spokescandies highlighting the different M&M's variants.
What’s different this time is the emphasis on global relevance and co-creation.
The platform uses the ampersand in the M&M’S logo as a visual cue to represent unity, signaling that this campaign isn’t just about selling candy, but about creating shared experiences.
Beyond the creative, expect M&M’S to highlight its full flavor range, from milk chocolate to gooey caramel and crunchy peanuts.
Of course, placing the product experience as a key part of its brand storytelling.
Our Take: What Makes Togetherness Feel Real?
A lot of campaigns have the goal of connecting better with their audience, but M&M's stands out because it stays simple.
The magic here isn’t just in the message, but the medium.
It keeps its playful spokescandies at the center and anchors everything around the universal truth of shared fun.
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This allows M&M’S to create emotional engagement that feels authentic.
For a brand built on color and character, this is a smart way to reinforce its brand identity without losing spark.
Previously, Puma kicked the Premier League season off with a campaign about pure joy.
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