M&M’S to foster sense of belonging with ‘Fun for All’ campaign
WITH A legacy built on more than 80 years of bringing family and friends together with its bite-sized colorful candies and flavors, M&M’S is evolving into a brand that is built on purpose which promises to create colorful fun for all so that everyone has the right to enjoy moments of happiness and feel they belong.
According to studies, 20% of adults over 60 years old face social isolation, 25% of millennials have no acquaintances, and 50% of Gen Zs experience intense social isolation. These people lack the drive to make the move to feel included, which places them at risk of experiencing extreme bouts of loneliness. Loneliness, especially with the pressure of coping with work and life commitments, can lead to people postponing fun. With these in mind, M&M’S aims to help ensure that everyone has access to experiences where they feel they belong.
M&M’S “Fun for All” is a year-long campaign that will run concurrently in seven markets across Asia, including Malaysia, Taiwan, South Korea, Hong Kong, the Philippines, Thailand, and Vietnam, promising an exhilarating series of fun activities both on-ground and digitally.
M&M’S aims to surprise and delight with a release of a new brand film titled “The Hangout That Finally Happened”, followed by a social contest with attractive prizes, and culminating in an on-ground activation in Malaysia and the Philippines.
In the Philippines, M&M’S will be inspiring connection and fun during Valentine’s with its “Love For All” campaign. Fans will have access to a pop-up store from an M&M’S truck in Metro Manila, complete with a photo studio, an opportunity to dedicate a harana, and a Love For All Challenge with their loved ones.
M&M’S is also expanding its crew with the inclusion of a new character – Purple – in changes to the brand’s look and feel as part of its evolution. Representing acceptance and inclusivity, she is known for her charm and quirky nature. With her keen selfawareness, she becomes the natural catalyst that brings inclusive fun and everyone together.