Mars taps reality TV for experiential M&M’s push

Confectionery marketing shift: overview

• M&M’s Love Island campaign uses gameplay packs to drive engagement
• Brands increasingly partner with entertainment and culture to reach audiences
• Shift from traditional advertising towards immersive, participatory consumer experiences
• Recent campaigns include KitKat Formula 1 and Wonka Netflix collaborations
• Implication – brands must embed within culture to win consumers

Mars M&M’s is well and truly ripping up the rule book with its latest marketing campaign.

The confectionery giant is teaming up with Love Island USA to launch limited-edition M&M’s, alongside the slogan, ‘It’s more fun together’.

What’s more, the iconic brand is turning television into a game, with M&M’s Play Along Packs, where audiences can guess what will happen next.

“We know that reality TV is the ultimate social experience, and M&M’s has always been the perfect snack for bringing people together,” says Martin Terwilliger, VP of Marketing at Mars Snacking North America. “By coupling up with Love Island USA, we’re giving fans a sweet new way to immerse themselves in the show’s most iconic moments and connect with each other during watch parties.”

Beyond the Packs, M&M’s is involving fans in the ‘Villa life’, through interviews with former contestants and TikTok challenges.

Experiential confectionery

M&M’s latest move highlights how confectionery brands are rethinking the way they connect with consumers.

In the last few months alone, we’ve seen the launch of Ferrero’s FIFA World Cup campaign, Nestlé’s KitKat and Formula 1 collaboration, Ferrero’s Wonka-Netflix tie-up, and a Mars’ M&M’s NYX make-up launch.

And as competition heats up, campaigns like these are fast becoming the norm.