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Brand Strategy Halloween Marketing

M&M’s colorful campaign encourages everybody to take part this Halloween


By John Glenday, Reporter

October 10, 2022 | 3 min read

The confectionery brand is urging sweet treat lovers to celebrate the spooky season in their own unique way this year.


M&M’s has set the scene for Halloween with a participatory push

M&M’s is laying the groundwork for Halloween with the launch of new creative encouraging participation over passivity.

The offbeat spot, developed in tandem with The&Partnership (T&P), sees the anthropomorphic chocolates get ready for some trick-or-treating in their color-coordinated style.

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Opening with Brown taking a stab at home baking, the ‘For However You Halloween’ campaign also follows Green sweeping up the fancy dress competition in a pointy witch hat and Blue fishing for a reaction from Orange while watching a scary film.

Jim Stump, T&P creative director, said: “The new brand direction lets us begin to show more of each character’s unique personality. Halloween’s a fun start, and from here on we can let different characters turn up in response to different moments throughout the rest of the year too.”

Chris Brody, brand content and communications architect at Mars Wrigley, added: “M&M’s is committed to bringing people together, creating a world where everyone feels they belong. Halloween is a key season for consumers as they come together to celebrate both old and new traditions, so it was important that we utilized our iconic characters to encourage people to feel confident being their true selves and connect with one another through shared experiences and the power of fun.”

Screened across OLV, social, press, radio and audio, the creative elevates the individual personalities ascribed to the rainbow treats to encourage viewers to not be afraid to be themselves.

The work comes after consumers soured on the sweet treats following a ‘woke’ makeover of its brand mascots.

Brand Strategy Halloween Marketing

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