Reality shows sometimes create strange
bedfellows. Case in point: M&M’s is partnering with “Love Island USA.”
The Mars-owned brand is entering The Villa as the “exclusive confectionery
partner” for Love Island USA Season 8, premiering Tuesday (June 2) at 9 p.m. ET on Peacock.
“Key to the effort are M&M’s Play Along Packs that
include candies emblazoned with popular ‘Love Island’ phrases designed to turn each episode into an interactive game,” according to Marketing Dive. “The effort features popular ‘Love Island’ contestants, including Hannah Fields and Jeremiah Brown, along with exclusive social content,
TikTok challenges and linear ad spots.”
advertisement
advertisement
The M&Ms come complete with include re-usable game boards.
“The packs will be available exclusively
on MMS.com beginning June 2, and will retail for $15.99 while supplies last,” according to Variety. “To play along at home, viewers can randomly
select 10 M&M’s and place them on their game boards. When someone’s piece(es) of candy matches the moment on TV, the player removes the candy from their board. The first person to
clear all ten spots — or have the fewest left at the end of the episode — wins.”
The partnership ties into M&M’s “It’s More Fun
Together” brand platform.
Alternatively, players can try to fill their game boards.
“Simply give a random pile of M&M’s to everyone who is
playing,” suggests Taste of Home. “Every time someone mentions a phrase from the candy or does one of the
actions, check and see if that phrase is in your stash. Then you can fill up your game board. It’s a fun way to make sure you’re paying close attention to every minute of drama.”
The candy brand “will likely be just one of many to couple up with Love Island,” according to Inc. The streaming show added nearly two million new
subscribers last year. “That buzz attracted the attention of a slew of brands, including McDonald’s, Poppi, Jose Cuervo, Motorola and Scentbird.”
