Mars’ M&M’s x Practical Magic 2 partnership: overview
- Mars launches limited-edition M&M’s to promote Practical Magic 2
- Designs feature spells and references to the cult classic
- Online exclusives aim to boost engagement and direct-to-consumer (DTC) traffic
- Camilla Belle supports campaign through Instagram and TikTok content
- Partnership reflects growing confectionery demand for entertainment collaborations
Mars, Inc. is taking confectionery’s collaboration obsession to the next level, with M&M’s x Practical Magic 2.
Launched to celebrate the release of the 1998 classic’s much-anticipated sequel, the limited-edition M&M’s feature spooky designs and spells.
The move comes as confectionery brands increasingly draw on entertainment franchises and nostalgia-driven properties to build cultural relevance, drive social engagement and connect with fan communities beyond traditional advertising.
“For generations, M&M’s have been a staple of Halloween celebrations and remain the perfect chocolate treat for every spooky moment throughout the season,” says Allison Miazga-Bedrick, VP of marketing on the seasonal portfolio at Mars Snacking. “With Practical Magic 2 coming to theaters, we wanted to give fans a fun new way to celebrate the magic of the season and bring friends together for a movie they’ve been waiting for.”
The sequel reunites Sandra Bullock and Nicole Kidman, nearly three decades after the original fantasy film became a cult favourite among Halloween audiences.
The confectionery and packaging designs are based on the ‘Amas Veritas’ love spell, cast by a young Sally Owens in the original film, to help her envision “the perfect, impossible man”.
Limited-edition packs are available exclusively at MMS.com/Practical-Magic as a special gift with the purchase of M&M’S Milk Chocolate Fun Size Sharing Bag. And, in honor of the film’s iconic midnight theme, fans will have just two chances to claim them – 12am on 3 September and 12am on 14 September.
And, as well as driving sales, the campaign will also drive traffic to M&M’s direct-to-consumer platform, reflecting the growing importance of exclusive online drops and limited-time experiences in confectionery marketing.
And to ensure the launch gets the kind of social buzz confectionery brands crave, Camilla Belle, who played young Sally Owens in the original film, is to recite the famous ‘Amas Veritas’ charm exclusively on Instagram and TikTok.
“Playing young Sally Owens in Practical Magic is still one of the most special memories from my early career, so coming back to this moment 28 years later has been such a nostalgic experience,” says Belle. “Revisiting this beloved scene with M&M’s and giving the ‘Amas Veritas’ spell a sweet twist has been such a delight. I can’t wait for fans to recreate the spell, share the fun on social and get excited for Practical Magic 2.”
Confectionery’s collaboration boom
The partnership is the latest in a string of high-profile confectionery collaborations, as brands increasingly turn to entertainment and lifestyle franchises to create standout social moments, following tie-ups spanning everything from reality TV to fashion and football.
And this year’s been particularly busy on the collaboration front.
There was Nestlé’s KitKat and Formula 1 collaboration in January, Ferrero’s FIFA World Cup campaign in April, M&M’s Love Island partnership in May, then Hershey’s coffee, Cadbury’s footballing and Lindt’s couture crossovers in August.
Then there are the brand collaborations sweeping the aisles, with Aero x Milkybar in July, and Cadbury x MCoBeauty, Flipz x Dunkin’ and Ritter Sport x Haribo in August.
But, while they’ve all proved popular, we have a sneaking suspicion the sweet sales power of Halloween, combined with Practical Magic’s cult following, could make this particular collaboration the biggest yet.
