M&M'S is embarking on a colourful journey with the launch of its "Fun for All" campaign across Asia, aimed at fostering inclusivity and creating memorable moments of fun together.
With a legacy spanning over 80 years, M&M'S has been synonymous with bringing families and friends together through its colourful candies and flavours. Now, the brand is evolving to prioritize purpose, promising colourful fun for all to ensure everyone has the right to enjoy moments of happiness and feel they belong.
This commitment is especially significant given the growing concern for mental health and well-being, with studies showing alarming rates of social isolation across different age groups. Therefore, the brand aims to address this by creating experiences where everyone feels included and can enjoy moments of fun together.
The "Fun for All" campaign will be a year-long campaign running concurrently in seven markets across Asia, including:
- Malaysia
- Taiwan
- South Korea
- Hong Kong
- Philippines
- Thailand
- Vietnam
With an exhilarating range of activities both on-ground and digitally, participants can expect to ignite the spirit of inclusive fun through social connections, shared experiences, and storytelling!
To kick off the campaign, M&M'S will release a new brand film titled "The Hangout That Finally Happened", followed by a social contest with attractive prizes, and on-ground activations in Malaysia and the Philippines.
"We're thrilled to bring the M&M'S brand purpose to life, an experience that fans will be able to enjoy across multiple touchpoints in the region," said Chaliya Suchato, Strategic Demand Director at Mars Wrigley Asia.
As part of its evolution, M&M'S is also excited to introduce a new character — Purple, who represents acceptance and inclusivity. With her charming quirky nature and keen self-awareness, Purple becomes the catalyst for bringing inclusive fun to everyone.
For more information about M&M'S "Fun for All" campaign and to experience it firsthand, fans can visit M&M'S on Facebook and shop for moments of happiness on Lazada or Shopee.