M&M’S taps into China's partner culture with new cmapaign

M&M’S has launched its global platform “It’s more fun together” in China alongside the release of its new flavour, aiming to strengthen its brand image in a culturally resonant manner by leveraging local Chinese insights.

In conversation with MARKETING-INTERACTIVE, a spokesperson for M&M’S said that the campaign, which taps into China’s growing “partner culture” (搭子文化), explores how young consumers crave shared, joyful experiences – spanning food, travel and digital life.

Running from May to July 2025, M&M’S has collaborated with creative agencies BBDO Shanghai, WPP Media and Yuepu Group to launch a Douyin AI filter featuring an OOTD function that allows users to “dress up” with M&M’S characters, driving a wave of user-generated content and creative expression.

Within 10 days, the campaign gained significant traction on Douyin, racking up 310 million impressions and over 90,000 AI sticker posts, according to a check by MARKETING-INTERACTIVE. Targeting young people aged between 15 and 35 nationwide, the initiative also reinforces the message that “fun, when shared, multiplies.”

Explaining the marketing strategies behind the campaign, the spokesperson added that the campaign creates a social mechanism and experience that demonstrates the brand philosophy through all executions, rather than simply developing a creative point of view.

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