M&M’S doubles the fun with new global platform built for chocolate lovers

M&M’S has launched a new global creative platform "It's more fun together" as it looks to cement its positioning as a brand that brings people together through humour, chocolate and its long-running cast of animated spokescandies.

The platform is designed to reflect what the brand says is a universal human desire for connection and builds on its mission to spark joy through spontaneous and shared moments.

The campaign features fresh storytelling that brings the spokescandies into everyday scenarios, showcasing how M&M’S can inject levity into otherwise ordinary moments. Alongside the humour, the campaign also puts a spotlight on its flavour portfolio, from its classic chocolate and caramel to peanut-filled variants.

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A key visual element in the campaign is the ampersand in the M&M’S logo, which the brand said will serve as a metaphor for togetherness. The symbol has long been a part of its identity, but is now being reframed as a central storytelling device that reinforces its message of inclusion and connection.

With M&M’S ranking among the top candy choices across Gen Z, Millennials and Boomers, according to a YouGov and Statista survey, the brand is doubling down on its cross-generational appeal and its ability to unite audiences through fun.

The platform will roll out across more than 100 markets globally. M&M’S is part of Mars, which also owns brands including Snickers, Skittles and Twix.

“For more than 80 years, M&M’S has proven that fun is better when shared. 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," Jane Hwang, global portfolio vice president and managing director at M&M's, said.

Rankin Carroll, global chief creative officer at Mars Snacking, added the brand was leaning into fun. "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."

MARKETING-INTERACTIVE has reached out for more information. 

The campaign follows a series of regional creative pushes, including a chocolate-themed Chinese New Year music video last year featuring Cantopop veteran Jackson Wan (尹光). Titled 你最紅, the song was a remake of Twins’ festive classic You are the hottest, and featured Wan delivering blessings with bags of M&M’S in hand.

Styled in his signature explosive hairdo from 少理阿爸, Wan performed alongside local DJ Sammy Leung (森美), who voiced M&M’S character “Red” (阿紅). The spot also featured dragon and lion dance sequences, aiming to bring joy and festive vibes to families celebrating the Year of the Dragon.

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