![\"Entertainment](\"https:\/\/www.confectionerynews.com\/resizer\/v2\/BCA25MME6JDE5HLPFEIEVORR4M.jpg?auth=84777abe0a40e666073abd13d5f0fbd57fc00455d8205c97025740aa550f6b84&smart=true\")
<\/picture><\/div>\nEntertainment Confectionery marketing shift: overview<\/h2>\n\n- M&M\u2019s Love Island campaign uses gameplay packs to drive engagement<\/li>\n
- Brands increasingly partner with entertainment and culture to reach audiences<\/li>\n
- Shift from traditional advertising towards immersive, participatory consumer experiences<\/li>\n
- Recent campaigns include KitKat Formula 1 and Wonka Netflix collaborations<\/li>\n
- Implication \u2013 brands must embed within culture to win consumers<\/li>\n<\/ul>\n
Mars M&M\u2019s is well and truly ripping up the rule book with its latest marketing campaign.<\/p>\n
The confectionery giant is teaming up with Love Island USA to launch limited-edition M&M\u2019s, alongside the slogan, \u2018It\u2019s more fun together\u2019.<\/p>\n
What\u2019s more, the iconic brand is turning television into a game, with M&M\u2019s Play Along Packs, where audiences can guess what will happen next.<\/p>\n
\u201cWe know that reality TV is the ultimate social experience, and M&M\u2019s has always been the perfect snack for bringing people together,\u201d says Martin Terwilliger, VP of Marketing at Mars Snacking North America. \u201cBy coupling up with Love Island USA, we\u2019re giving fans a sweet new way to immerse themselves in the show\u2019s most iconic moments and connect with each other during watch parties.\u201d<\/p>\n
Beyond the Packs, M&M\u2019s is involving fans in the \u2018Villa life\u2019, through interviews with former contestants and TikTok challenges.<\/p>\n
Entertainment Experiential confectionery<\/h2>\n
M&M\u2019s latest move highlights how confectionery brands are rethinking the way they connect with consumers.<\/p>\n
In the last few months alone, we\u2019ve seen the launch of Ferrero\u2019s FIFA World Cup<\/a> campaign, Nestl\u00e9\u2019s KitKat and Formula 1<\/a> collaboration, Ferrero\u2019s Wonka-Netflix<\/a> tie-up, and a Mars\u2019 M&M\u2019s NYX make-up<\/a> launch.<\/p>\nAnd as competition heats up, campaigns like these are fast becoming the norm.<\/p>\n
\nTaste and Texture Broadcast<\/h3>\n\nWant to discover more about the future of taste and texture in confectionery?<\/p>\n
Watch ConfectioneryNews’ Taste & Texture broadcast<\/a> on 17 June 2026 at 3pm BST (10am EST). <\/p>\nWith experts from Mondel\u0113z International, Ferrero Group, Mintel and NotCo AI, it’ll cover everything from the trends driving new taste and texture innovations, to the challenges faced and overcome.<\/p>\n
SPEAKERS<\/strong><\/p>\n\n- Norberto Chaclin, Chief R&D Officer, Mondel\u0113z International<\/li>\n
- Thomas Chatenier, Global President, Nutella<\/li>\n
- Fabio Mora, Senior VP of Open Innovation, Ferrero<\/li>\n
- Alisia Heath, VP of Research & Development, NotCo AI<\/li>\n
- Honorata Jarocka, Associate Principal, Mintel Food & Drink, Mintel<\/li>\n<\/ul>\n
REGISTER FREE<\/strong><\/a> <\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n
Mars M&M\u2019s is well and truly ripping up the rule book with its latest marketing campaign.<\/p>\n
The confectionery giant is teaming up with Love Island USA to launch limited-edition M&M\u2019s, alongside the slogan, \u2018It\u2019s more fun together\u2019.<\/p>\n
What\u2019s more, the iconic brand is turning television into a game, with M&M\u2019s Play Along Packs, where audiences can guess what will happen next.<\/p>\n
\u201cWe know that reality TV is the ultimate social experience, and M&M\u2019s has always been the perfect snack for bringing people together,\u201d says Martin Terwilliger, VP of Marketing at Mars Snacking North America. \u201cBy coupling up with Love Island USA, we\u2019re giving fans a sweet new way to immerse themselves in the show\u2019s most iconic moments and connect with each other during watch parties.\u201d<\/p>\n
Beyond the Packs, M&M\u2019s is involving fans in the \u2018Villa life\u2019, through interviews with former contestants and TikTok challenges.<\/p>\n
Entertainment Experiential confectionery<\/h2>\n
M&M\u2019s latest move highlights how confectionery brands are rethinking the way they connect with consumers.<\/p>\n
In the last few months alone, we\u2019ve seen the launch of Ferrero\u2019s FIFA World Cup<\/a> campaign, Nestl\u00e9\u2019s KitKat and Formula 1<\/a> collaboration, Ferrero\u2019s Wonka-Netflix<\/a> tie-up, and a Mars\u2019 M&M\u2019s NYX make-up<\/a> launch.<\/p>\n And as competition heats up, campaigns like these are fast becoming the norm.<\/p>\n Want to discover more about the future of taste and texture in confectionery?<\/p>\n Watch ConfectioneryNews’ Taste & Texture broadcast<\/a> on 17 June 2026 at 3pm BST (10am EST). <\/p>\n With experts from Mondel\u0113z International, Ferrero Group, Mintel and NotCo AI, it’ll cover everything from the trends driving new taste and texture innovations, to the challenges faced and overcome.<\/p>\n SPEAKERS<\/strong><\/p>\n REGISTER FREE<\/strong><\/a> <\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\nTaste and Texture Broadcast<\/h3>\n
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