M&M’S highlights the unexpected

M&M’S has launched a new creative campaign supporting M&M’S POP’d Caramel, the brand’s first-ever freeze-dried candy, leaning into the idea that fun flourishes when there’s an element of surprise. 

In a world of predictable snacking choices and spoiler overload, the campaign positions M&M’S POP’d as an unexpected twist that disrupts routine with a surprising element of fun.

The work builds directly from the product itself, a surprising take on M&M’S, and brings that tension to life through storytelling featuring the iconic M&M’S Spokescandies. Across the spots, characters react to the unexpected freeze-dried format, including realisation moments as they try the product themselves and surprise at how the brand is transforming a familiar favourite. In each spot, characters discover the unexpected freeze-dried texture, their surprise turning to delight as they experience a familiar favourite in a completely new way.

The campaign leans into M&M’S “It’s More Fun Together” platform and core creative tools, including distinct character personalities, humans trying to eat the irresistible characters, and adult humour to bring the unexpected nature of POP’d to life.

Character dynamics drive the humour across the spots. In What Have I Done, Yellow slowly realises he’s eating a Caramel POP’d lentil, while Orange reacts with his signature doomsday panic. 

In Right Here and What Else, Red delivers a more immediate and outspoken reaction, expressing frustration at humans enjoying the new format. The humour and tone are designed to resonate with a Gen-Zennial audience, reflecting the growing popularity of freeze-dried candy and novelty snacking formats. The campaign is currently running across broadcast, streaming, OLV and social.