Iconic US confectionery brand M&M’s has this week unveiled a new Halloween campaign, encouraging people to celebrate the holiday in their own unique way.
The new campaign marks the Mars-owned brand’s first since its relaunch earlier this year, with the creative handled by London agency The&Partnership.
Spearheading the promotional push is a playful 15-second spot featuring a cast of CGI M&M’s engaging in a series of Halloween-related activities.
Centred around the tagline ‘For However You Halloween’, global assets have been rolled out across across online video, social media, press, radio and audio.
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“The new brand direction really lets us begin to show more of each characters’ unique personality,” The&Partnership creative director, Jim Stump said.”
“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.”
Mars Wrigley brand content and communications architect, Chris Brody 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 connecting with one another through shared experiences and the power of fun.”
