M&M’S Makes Sweet Music with Refreshed Brand Purpose

Updated: Jun 23

The M&M’S® Music Lounge lets consumers experience the brand’s message of inclusivity both IRL and virtually.


Music has long played a role in bringing people from various backgrounds together to enjoy shared experiences. That’s why iconic candy brand M&M’S® is showcasing its renewed brand purpose this summer through the M&M’S® Music Lounge, a physical and virtual experience designed to celebrate inclusivity and community.


Created in partnership with The Mars Agency, the M&M’S® Music Lounge delivers the ultimate experience for music lovers through an environment that’s designed to bring people together to celebrate self-expression and inclusivity.


In January 2022, M&M’S® affirmed its commitment to creating a world where everyone feels they belong through a goal of increasing a sense of belonging for 10 million people globally by 2025. The brand continues to bring this refreshed purpose to life for consumers across all M&M’S® touchpoints around the globe.


The in-person M&M’S® Music Lounge will hit the festival circuit this summer to entertain concertgoers at three highly anticipated events: Governors Ball (New York City) and Bonnaroo (Manchester, TN) in June, and iHeart Radio (Las Vegas) in September. The colorful, eye-catching space will provide numerous opportunities for self-expression that illustrate the strong connection between M&M’S® and music.

Anchoring the experience is Share Your Vibe, a photo booth that lets visitors identify with one of the brand’s refreshed character personalities to create socially shareable content. They’ll also receive a collectible pin based on the character they select.


Amplifying the experience are a whiteboard encouraging festivalgoers to connect their personal lives with the new brand purpose, a sampling station that lets them try new Crunchy Cookie M&M’S®, and a livestream of the festival so they don’t miss out on any of the music.

Messaging at the physical experience will also include QR codes providing access to the virtual M&M’S® Music Lounge, which launched in April to spread the brand message and the fun beyond the events.


Using augmented reality technology from Blippar, the virtual experience connects to a microsite where visitors can create their own music beats using M&M’S® candies to share socially, enter a sweepstakes awarding a trip anywhere in the world to attend a concert produced by promotional partner Live Nation, share their vibe as at the live events, or visit the M&M’S® website to customize their own candy and buy branded merchandise.


QR codes on in-store displays will link to the virtual lounge as part of a massive national campaign that also includes radio advertising and promotions, digital media, influencer outreach, retailer-specific activations, and an ad on the Jumbotron in New York City’s Times Square.


About The Mars Agency

The Mars Agency is an award-winning, independently owned, global commerce marketing practice. With talent around the world, they connect people, technology, and intelligence to create demand and drive profitable, sustainable growth. Their latest MarTech platform, Marilyn®, enables marketers to make better decisions, create connected experiences and drive stronger results. Learn more at www.themarsagency.com and meetmarilyn.ai.


For more information, contact: Sarah Jo Sautter [email protected]