• by Danielle Oster , December 19, 2023

The Mars brand is promising to come to the rescue of stressed travelers this holiday season with its M&M'S Merry Movie Holiday Lounge. A first-of-its-kind marketing activation from the brand, the installation was designed to provide a “cozy holiday movie watching experience” for travelers flying through the Dallas Love Field Airport (DAL) from Dec. 20 through New Year’s Eve.

The pop-up will include holiday decorations and comfortable seating, while featuring a “classic holiday move on loop,” -- and, obviously, treating travelers to M&M’s while they enjoy the movie.

"Everyone knows how hectic and busy holiday travel can be, especially for travelers whose plans are disrupted by delays, cancellations or rescheduling," Allison Miazga-Bedrick, vice president of seasonal marketing at Mars Wrigley, said in a statement. So the brand created the lounge to “bring cheer and add a touch of M&M'S to the movie-watching comforts of home during the holidays, amid an otherwise stressful experience for many."

In addition, M&M’s is attempting to sweeten things a little bit for travelers generally experiencing travel woes. From Dec. 20-Dec. 31, with the exception of Dec. 25, anyone stressing over canceled flights and the like can text "MMSHoliday" to the brand hotline at 312-376-1835, along with a picture or brief description of their situation, for a chance to win an e-gift card to for M&M'S each day, while supplies last.

The brand will also provide up to two months of the premium version of streaming service Peacock to consumers who spend $15-$25 or more on participating M&M'S and Orville Redenbacher's products in a single transaction through Dec. 31 and upload their receipts.

he holiday campaign stems from a Morning Consult survey commissioned by the brand, which found that, of the nearly 70% of Americans who plan to travel for the holidays, around two-thirds experienced at least one stressful event. Nearly 70% of respondents in the survey also said they planned to watch a holiday movie this year.