Dive Brief:
- M&M’s has teamed with “Love Island USA” to serve as the reality dating show’s exclusive confectionery partner for its upcoming season, according to a press release. The tie-up will be promoted across social media and via limited-edition packaging.
- Key to the effort are M&M’s Play Along Packs that include candies emblazoned with popular “Love Island” phrases designed to turn each episode into an interactive game. The packs will be released June 2, timed to the premiere of the show’s latest season.
- The effort features popular “Love Island” contestants, including Hannah Fields and Jeremiah Brown, along with exclusive social content, TikTok challenges and linear ad spots. The partnership ties into M&M’s “It’s More Fun Together” brand platform.
Dive Insight:
Mars-owned M&M’s is tapping into hype surrounding “Love Island USA” with a series of activations intended to gamify the consumer viewing experience and move beyond what is observed within typical broadcast sponsorships, according to press details. The effort’s focus on watch parties extends M&M’s “It’s More Fun Together” platform, which launched last June and emphasizes themes of togetherness.
At the center of the effort are M&M’s Play Along Packs, which include four game boards and a shareable pouch of custom Love Island M&M’s candies printed with popular phrases from the show like “pull for a chat” and “bombshell arrives.” Before an episode, each player puts 10 M&M’s pieces on their game board. When they hear a phrase during the episode that matches what is on the M&M’s candy, they can eat the corresponding piece. The person with the fewest M&M’s pieces left on their board once the episode ends is the winner, or the Villa VIP.
The Play Along Packs will be available for purchase for $15.99 while supplies last on MMS.com beginning June 2. Additionally, past contestants Fields and Brown will appear in a three-part episodic video series and exclusive social content that will see the stars share hot takes and tips for the ultimate viewing experience. The duo will also participate in an ask-me-anything forum on Reddit.
Rounding out the effort will be TikTok challenges designed to encourage user-generated content and additional engagement between episodes. Linear ad spots tied to the push will also feature M&M’s spokescandies, per details shared with Marketing Dive.
“Love Island USA” has proven to be a bright spot for streamer Peacock, owned by NBCUniversal, with last year’s season having brought in nearly two million new subscribers. Accordingly, marketers ranging from L’Oréal’s Garnier to Mars Petcare brand Temptations have created splashy efforts designed to tap into the show’s fandom.
M&M’s recently has sought other ways to link itself to pop culture, including through a global campaign with Disney’s Marvel Studios that saw the brand’s spokescandies suit up as Marvel superheroes for digital content, experiences, prize giveaways and limited-edition packs. That effort, which debuted in January, is also aligned with the “It’s More Fun Together” platform.
