Mars Launched New Campaign for M&M's Brand
Marketing managers can observe how this multimedia push uses genre-based storytelling to connect snack products with consumer media habits.
Updated on Sept. 24, 2026 in Advertising
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Mars debuted a new advertising campaign for its M&M's brand featuring spokescandies in parodies of television and film genres. The effort positions the candy as a companion for entertainment across broadcast, digital, and social media channels.
Why it matters
The campaign aims to reinforce the brand as a primary snack choice for entertainment-focused consumers by tying product consumption directly to media viewing habits. This strategy leverages thematic consistency to increase brand frequency during leisure time.
The campaign features three new 15-second advertising spots, a creative format utilized to maintain viewer retention across broadcast and social channels. The investment follows the 2025 launch of the It's more fun together platform.
The players
Mars
A global manufacturer of snack food, confectionery, and pet care products with extensive market reach.
BBDO Chicago
An advertising and marketing agency that specializes in creative development and brand strategy.
Omnicom
A global marketing and corporate communications holding company that oversees production and media agencies.
Rami Hachache
A commercial and film director known for executing branded entertainment content.
The details
Created by BBDO Chicago and directed by Rami Hachache, the spots utilize the brand's spokescandies to parody tropes found in crime thrillers, telenovelas, and reality competition shows. Omnicom managed production for the initiative, which integrates human actors attempting to consume the mascots to emphasize the snack pairing. The strategy relies on programmatic and broadcast distribution to reach audiences where they consume video entertainment.
Timeline
The It's more fun together platform launched in 2025.
The new campaign was active as of September 24, 2026.
Market Landscape
This campaign follows the documented industry trend of aligning branded creative with specific streaming and broadcast genres to capture viewer attention. It serves as a continuation of the brand's shift toward contextual advertising in video environments.
Operators should evaluate how their own marketing assets perform against specific entertainment categories to increase audience resonance. Consider whether your current media buy leverages genre-aligned creative to maximize engagement during high-viewership periods.
The takeaway
Effective brand integration requires parodying familiar tropes to reduce audience friction with advertising content. Monitor how competitors use similar genre-specific storytelling to convert passive viewers into active consumers during media consumption.
Further reading
For more on industry shifts in creative strategy, visit our Advertising section.
Source note: This article includes information reported by Marketing Dive.
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Does seeing brand advertisements integrated into film and TV tropes influence your decision to purchase?
