M&M’s Sensory Sweets

M&M’s is back with a message that’s equal parts sweet and musical.

M&M’s revives its limited-edition Messages packaging in a new partnership with Spotify, which scored a 27% uptick in its global user base last year. Messages include pandemic-appropriate sentiments and codes that snackers can scan to be taken to a matching playlist. For example, “Have a great day pretending to do work.” takes munchers to a playlist full of empowering songs to make them “feel like a boss.”, while “Slay girl.” pairs with a playlist packed with powerful female artists that aligns with International Women’s Day. M&M’s Messages were first introduced last year to “help people connect and find humor in everyday life”. By integrating music with each message, the candymaker aims to deepen this connection further still and help consumers finish their treat on a literal sweet note.

M&M’s is the latest in a line of companies including Barilla and Estée Lauder to couple up with Spotify, which launched scannable bar codes to share music playlists back in 2017. The former has been on a digital sweet streak lately, having snagged a spot in the Gifted class of Gartner’s Digital IQ Index: Food & Beverages, by keeping a close eye on trends like Zoom calls, as reflected in its clever Super Bowl ad this year.

By appealing to consumer senses in multiple ways, M&M’s not only leverages current consumer cravings, but elevates its brand as more than just a candy company.