For a candy brand that’s been around since 1941, M&M’s could’ve easily coasted into nostalgia. But in 2025, the brand took a surprisingly human turn, not by reinventing chocolate, but by reintroducing connection. Their latest global creative platform, “It’s More Fun Together,” isn’t just another cutesy campaign. It’s a cultural reset hiding in a candy-coated shell.
This isn’t about mascots doing slapstick or quirky one-liners (though they’re still there, in full spokescandy glory). It’s about something we don’t see enough in today’s algorithm-optimized ad cycles: togetherness. And here’s the kicker: it’s not just a warm, fuzzy concept. It’s a smart, strategic move rooted in real data, executed with charm, and landing with impact.
Why the ampersand (&) is suddenly everything
Blink and you might miss it, but the ampersand in M&M’s is stepping into the spotlight. It’s now the closer in every ad, animated and emphasized like a mic drop. Not because ampersands are having a moment (though… maybe they are?), but because it represents something deeper. The “&” isn’t just a typographic flourish. It’s a symbol of connection. Of being better with someone. Of togetherness.
And yes, that’s a lot to hang on a punctuation mark. But it works. It cues you into what M&M’s is really trying to say: this brand isn’t just about candy. It’s about moments. Relationships. The random, relatable messiness of being with other people.
In one ad, a couple’s quiet movie night spirals into chaos when an unexpected visitor appears. In another, exhausted parents cheer their toddler on during potty training, only to be hilariously overshadowed by a candy character demanding praise. These aren’t aspirational, polished lifestyle moments. They’re chaotic. They’re hilarious. They’re real. And they nail the emotional punch.
Togetherness: The underrated marketing superpower
Here’s the thing: this wasn’t a lucky guess. M&M’s built their marketing strategy on research, not just vibes. Using data from YouGov and Statista, the brand confirmed something pretty wild: they’re one of the rare brands loved by Gen Z, Millennials, AND Boomers. That’s a marketer’s dream, and M&M’s didn’t squander it.
Instead of choosing one audience to chase, they stitched a campaign that spans generations. They didn’t build a lane. They built a six-lane expressway with everyone from TikTok teens to Sunday crossword enthusiasts cruising on it.
Engagement is up. Brand warmth is climbing. People aren’t just seeing the ads, they’re talking about them. M&M’s managed to walk the tightrope between silly and sincere, with togetherness as the safety net below.
It’s hard to overstate how rare that is in a landscape where brands often chase relevance by shouting louder. M&M’s didn’t yell. They nudged. And they made us laugh.
How togetherness works (when it’s done right)
What’s refreshing about this campaign is what’s not in it. There’s no teary-eyed monologue. No overplayed message of unity. Just small slices of life, slightly weird, wildly relatable, and polished off with a wink.
This is what togetherness in advertising actually looks like:
Real-life chaos softened by humor, shared glances, and just enough sweetness to be memorable. It’s approachable. It’s smart. It’s what happens when creative leads trust the audience to get it without being spoon-fed.
And it’s a blueprint for brands wondering how to connect without going full TED Talk.
What brands and creators should steal from this
Let’s break this down for the marketers, entrepreneurs, and founders out there:
1. Togetherness is scalable and powerful.
In a world that feels increasingly divided, shared emotional themes cut through. People are hungry for connection. If your brand can offer that, even in small doses, they’ll notice.
2. Storytelling always beats shouting.
M&M’s didn’t lecture us. They invited us into a story. Whether you’re selling SaaS or socks, find the tiny human truths in your customers’ lives. Then tell them back with a twist.
3. Look closer at your brand assets.
An ampersand? Really? Yes, because it turned out to be the most emotionally loaded part of M&M’s visual identity. What little detail in your brand could mean more with a new perspective?
4. Big ideas don’t need big budgets.
This campaign is clever, not expensive. Relatable humor and emotional nuance can punch way above their weight when executed well. Your next viral hit might come from a hallway conversation, not a Hollywood set.
Why it matters: Beyond the buzz
M&M’s didn’t just generate buzz; they changed the emotional temperature. After past controversies over inclusivity missteps, this campaign doesn’t overcorrect or pander. It simply invites people back in.
It says: Hey, remember joy? Let’s find it again, together.
It’s subtle, it’s strategic, and it lands hard because it taps into something that will never go out of style: togetherness. In a time where people are tired of being marketed at, M&M’s is marketing with them. That’s a shift worth paying attention to.
In 2025, unity is the new USP
Forget slogans. Forget filters. Real brand loyalty now comes from shared moments, those small flashes of recognition that feel familiar, warm, and human. M&M’s understands this. That’s why they’re winning hearts in every aisle and every algorithm.
So if you’re a brand watching from the sidelines, the message is clear:
Togetherness isn’t a trend. It’s a timeless strategy. And there’s always room for one more at the table.
Just bring the candy.
FAQs
1. Why should I focus on emotions in my brand messaging?
Because emotions drive connection, and connection drives loyalty. People don’t just remember facts. They remember how you made them feel.
2. Can small brands use big-brand strategies like togetherness?
Absolutely. Even without big budgets, you can use customer stories, behind-the-scenes content, and humor to show people they’re not alone.
3. Is it really worth rethinking small design elements like logos?
Yes. The smallest design tweak, like M&M’s spotlighted ampersand, can carry unexpected emotional weight and spark new conversations.