M&M’s, the iconic candy brand owned by Mars Inc., has unveiled a dynamic new creative platform designed to bridge the gap between generations by celebrating playfulness, connection, and shared joy. This latest initiative aims to reinforce the brand’s long-standing mission of using humor and color to create more inclusive, welcoming spaces for all—regardless of age, background, or identity.

The campaign, titled “For All Funkind,” represents a strategic evolution of M&M’s brand identity, placing unity and inclusivity at its core while maintaining the playful spirit that has defined the candy for over 80 years. The new platform was developed in collaboration with BBDO New York, and it is already being hailed as one of M&M’s most emotionally resonant and culturally attuned efforts to date.

A Colorful Canvas for Connection

At the heart of the campaign is a vibrant new TV commercial that showcases individuals from different generations engaging in spontaneous acts of joy—from dancing and gaming to storytelling and community service—all with M&M’s candy serving as the sweet, colorful thread that connects them. The spot leans heavily on nostalgia, humor, and modern relatability, capturing authentic moments where age becomes irrelevant and personality shines through.

The ad closes with a powerful voiceover: “Because no matter when you were born, fun is timeless.” This statement encapsulates the brand’s new focus on emotional storytelling and universal themes.

Strategy Rooted in Social Connection

Mars executives emphasized that the “For All Funkind” campaign is more than just a marketing move—it’s a reflection of consumer insights revealing a growing desire for intergenerational bonding in an increasingly digital and fragmented world.

“We found that people are craving genuine human connection, and M&M’s is perfectly positioned to be part of those joyful moments,” said Gabrielle Wesley, Chief Marketing Officer at Mars Wrigley North America. “This campaign brings to life the idea that fun, color, and kindness can transcend age and create something magical.”

The strategy will unfold across multiple touchpoints, including digital and social media, out-of-home activations, interactive online experiences, and limited-edition packaging that invites people to “share your color story” by choosing and gifting M&M’s that reflect personality or sentiment.

Inclusive Characters, Familiar Faces

As part of the initiative, M&M’s beloved candy characters have also been reimagined slightly to reflect broader, more diverse personality traits—each representing a different facet of human emotion, humor, and identity. These characters will play central roles in campaign content, bridging traditional and digital formats to engage audiences of all ages.

Expanding Purpose Through Play

This campaign builds on M&M’s previously launched “Fun Belongs to Everyone” purpose platform, which debuted in 2022. The brand has increasingly focused on social impact, from launching initiatives that support underrepresented communities to creating inclusive marketing that champions diversity, equity, and belonging.

“We want M&M’s to be more than a snack,” added Wesley. “We want it to be a symbol of togetherness in a world that often feels divided.”

Looking Ahead

The “For All Funkind” campaign will roll out globally in phases throughout the remainder of 2025, with regional adaptations that reflect cultural nuances while staying true to its core message of fun-driven unity. Influencer partnerships, nostalgia-fueled collaborations, and pop culture tie-ins are also expected in the coming months.

With this new direction, M&M’s isn’t just asking consumers to indulge in candy—it’s inviting them to rediscover the simple joy of connection across generations, one colorful handful at a time.