M&M’s spokes-candies --
already known for speaking fluent zeitgeist -- are at it again.
Mars has rolled out a series of new ads featuring them in several TV genres, in the grasp of a passionate (and hungry) telenovela hunk, a hard-boiled (and hungry) cop in a crime procedural, and the cast of
a “Survivor”-like show (also hungry).
The three spots, from BBDO Chicago, continue a string of pop-culture-centric ads,
all designed to remind people that no matter what you’re watching, M&M’s make perfect crunchy sidekicks.
Earlier this month, Mars introduced a collaboration with
“Practical Magic 2,”heading into Halloween season.
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Inspired by the "Amas Veritas" love charm from the original film, the Amas Veritas Spell & Snack Packs contain
custom candies printed with eight whimsical symbols.
They have made a splash with a series of spots tied to “Love Island,” as well as a campaign push that reimagined the gang as
Marvel superheroes.
All of them tie into the “It’s More Fun Together” marketing platform, which Mars introduced last year.
While Mars is early with new creative,
expect a deluge of new candy ads soon.
Halloween remains the Super Bowl of the confectionery industry. But this year, consumers are watching prices more closely, and for candy makers -- who
have seen cocoa prices rise dramatically and raised prices accordingly -- that could crimp sales.
The National Retail Federation’s new consumer survey finds that candy will again be the
most popular purchase, with 96% of consumers planning to buy sweets, accounting for $4.1 billion in spending.
“Consumers continue to make Halloween a spending priority, but they are also
approaching the season with affordability in mind,” NRF Vice President of Industry and Consumer Insights Allison Zeller said in the announcement.
“This year’s results show
that shoppers are being thoughtful and strategic, looking for ways to maximize value throughout the season.”
The spokescandies can survive a telenovela, a procedural and a jungle.
Sticker shock may be the tougher genre.