M&M’s has launched a new global creative platform called “It’s More Fun Together,” focusing on unity and cross-generational bonding. The campaign uses humour and highlights the ampersand in the brand’s name to emphasise togetherness.
Ads show people of different ages and backgrounds sharing moments over M&M’s, including family movie nights and couples interrupted by visiting relatives. The spokescandies add playful surprises throughout the spots.
This approach is based on research showing M&M’s appeals to Gen Z, millennials, and boomers alike. The campaign runs across digital, social, TV, and out-of-home channels, with activations in experiential retail stores.
“It’s More Fun Together” follows earlier brand efforts to promote inclusivity and unity, responding to a divided consumer landscape. Mars, M&M’s parent company, is also updating its media strategy as part of broader marketing changes.