# M&M's reinvents brand mascots with pop culture parody ads Candy characters star in crime dramas and reality TV spoofs for new campaign platform - **Source:** [Marketing Dive](https://www.marketingdive.com) - **Published:** 2026-09-24 - **Topic:** [Marketing](https://brifing.si/c/marketing) - **Original article:** - **On Brifing:** https://brifing.si/s/13a282ab-1b85-4457-8d82-1acad29ef594 ## Pop culture parody strategy Mars' M&M's brand launched a creative platform last year featuring its candy mascots in genre-bending ads. The characters now appear in spoofs of crime thrillers, telenovelas, and Survivor-style reality shows. This marks a departure from traditional candy advertising tropes, instead leveraging familiar entertainment formats. The approach aims to deepen cultural relevance by tapping into universally recognized TV and film conventions. ## Crime thriller execution One spot recreates gritty crime drama aesthetics with M&M's characters in tense interrogation scenes. The candy mascots adopt noir film mannerisms while maintaining their signature colorful appearance. This juxtaposition creates humorous dissonance between the serious genre tropes and playful product nature. Mars' creative team carefully balanced parody elements with brand identity considerations. ## Telenovela parody details Another ad mimics Latin American soap operas' dramatic storytelling style. M&M's characters engage in over-the-top romantic plotlines complete with dramatic close-ups and exaggerated reactions. The execution includes authentic telenovela production techniques while incorporating product messaging. This demonstrates the campaign's commitment to genre authenticity despite the comedic premise. ## Reality TV adaptation The Survivor-inspired spot features M&M's characters in competition challenges and tribal council parodies. It replicates the show's cinematography and editing style while substituting survival elements with candy-themed challenges. The ad maintains the reality format's confessional interviews, with mascots commenting on the 'game.' This showcases the campaign's attention to genre-specific production details. ## Creative platform origins The multi-genre approach stems from Mars' 2022 initiative to revitalize M&M's advertising. After retiring certain mascots due to controversy, the brand sought fresh creative territory. The new platform allows flexible storytelling across entertainment formats while maintaining consistent brand assets. This represents a strategic shift from product-focused ads to content-driven engagement. ## Production considerations Creating authentic genre parodies required specialized directors for each format. The crime thriller spot utilized cinematographers experienced in noir films, while the telenovela employed Latin American soap opera veterans. Each ad maintains M&M's brand colors and character designs despite genre adaptations. This balancing act demonstrates Mars' investment in production quality for the campaign. ## Audience engagement strategy The campaign targets consumers familiar with each genre's conventions to maximize parody recognition. Younger demographics particularly attuned to meme culture and format subversion respond well to such meta-humor. Mars aims to create shareable content that extends beyond traditional ad spaces. The approach reflects broader industry trends toward entertainment-value marketing. ## Brand positioning implications This campaign positions M&M's as culturally savvy rather than just a candy brand. By engaging with entertainment tropes, Mars connects the product to broader pop culture conversations. The strategy risks alienating viewers unfamiliar with niche genre references but rewards deeper engagement. It represents a bold departure from CPG category norms toward content-driven branding. ## Sources covering this story - https://www.marketingdive.com/news/mms-candy-mascots-hop-genres-in-ads-tapping-into-film-tv-tropes/831240/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._