M&M’s and movies are always a perfect pairing. Whether eaten by the handful, carefully chosen by color, or mixed into a bucket of buttery movie theater popcorn, the classic candy is always a hit. This summer, those spokecandies have made some new friends—the dinosaurs from Jurassic World.
As excitement builds for the upcoming Jurassic World Rebirth, people are hungry for another morsel, tidbit of information, or taste of the next chapter in this iconic franchise. It is more than watching the trailer and searching the scenes for Easter Eggs. People want to take that big screen moment and bring it into the real world.
The newest M&M’S offering puts imagery from the Jurassic franchise on its packaging. The three-limited edition M&M’S Mega Peanut Butter pack are available online at MMS.com as well as at select retailers.
In a company statement, Martin Terwilliger, Marketing Vice President, Mars Wrigley North America, said, “At Mars, we're always looking for new, exciting ways to connect with our fans, and the partnership between M&M'S and Jurassic World Rebirth delivers just that. By bringing together our iconic candy brand with an iconic franchise like Jurassic World, we're creating a colorfully fun experience for moviegoers and candy lovers alike."
First, it is smart that M&M’S used a “mega” pack as the size for this brand collaboration. Given the size and scope of the new Jurassic World Rebirth movie, a regular-sized package would seem too diminutive. This promotion is about making an impression.
Second, the special packages are available only with the Peanut Butter flavor. While everyone loves the classic M&M’S and even the Peanut flavor, the Peanut Butter option is converting people to a sweet, slightly salty, and creamy side. These specialty packages will attract buyers even if peanut butter is not their usual choice.
This particular flavor has seen several promotions since its launch. For example, Christopher McDonald golf event with the coveted winning jacket was a smart crossover to see the new flavor in a different light. Bringing a pop culture connection to the candy not only sparks conversation, but it also expands the audience.
Lastly, it will be interesting to see how those spokescandies interact and bring their own takes on the Jurassic partnership. This concept is another example of how brands entice fans to capture, share, and interact with the promotions. Whether it is a fun recipe inspired by the movie or a dino-mite idea that transforms those candies into an impressive visual, there are plenty of ways for people to become engaged with both the treat and the movie connection.
This M&M’S announcement comes after 7-Eleven released its Jurassic World Rebirth collaboration. Since these specialty candies will be available at the convenience store, consumers can grab a Mega Pack, a specialty Slurpee, and stomp their way to an epic day.
The three specialty M&M’S Jurassic World Rebirth packages are available now. They can be purchased on MMS.com or at select retailers, including 7-Eleven and Circle K."Strange things are afoot at the Circle K." – Bill & Ted’s Excellent Adventure