M&M’S is redefining fun with the launch of its vibrant new campaign It’s more fun together in China, blending artificial intelligence, pop culture, and interactive experiences. In partnership with BBDO China, the iconic candy brand has embraced the energy of China’s youth culture, turning everyday moments into colorful celebrations.
In just 10 days, the campaign created a sensation on Douyin, China’s leading short-video platform. It generated over 310 million impressions and inspired more than 90,000 AI sticker posts, proving once again that shared fun multiplies rapidly in the digital age.
At the heart of the campaign lies a unique cultural insight: the growing trend of 'partner culture' among young Chinese consumers, where shared moments, from meals to travel and online trends, hold special value. M&M’S presents itself as the perfect fun companion, enhancing every interaction with its playful and cheerful spirit.
The standout feature of the campaign is a playful AI-powered photo filter that transforms simple selfies into colorful, candy-coated memories, guided by M&M’S beloved characters.
BBDO China went further by launching Douyin’s first-ever AI OOTD (Outfit of the Day) filter, allowing users to virtually dress up alongside M&M’S characters. This activation sparked a creative frenzy among users, leading to thousands of playful, user-generated videos and posts that reflect individual creativity and community connection.
“M&M’S isn’t just a snack; it’s about creating joyful shared experiences,” said a spokesperson from BBDO China. “By combining AI creativity with cultural trends, we’ve built a fresh, fun, and deeply engaging brand experience for the next generation.”
The It’s more fun together campaign demonstrates how iconic brands can evolve through digital innovation and cultural relevance, staying connected to younger audiences by turning simple moments into unforgettable, playful memories.
