Mars Wrigley & Amazon Teamed Up To Make M&M’s the Snack You Can’t Stream Without

What happens when M&M’s meet The Marvelous Mrs. Maisel? Mars Wrigley teamed up with Amazon Ads and Prime Video to bring the joy of streaming their latest hit with M&M’s in-hand to shelves and screens across the UK. In this session, Steve Edwards, Head of UK Agency Development at Amazon Ads, sits down with Laura Boothroyd, Senior Media & Content Manager at Mars Wrigley, and Richard Mashiter, Business Director at MediaCom UK, to unpack this first-of-its-kind collaboration.


  • 00:00 – 02:47 Intro
  • 02:48 – 06:12 Why video is central to Mars Wrigley’s strategy
  • 06:12 – 07:59 Consistency across multiple touchpoints
  • 08:00 – 09:40 Media elements that supported and amplified the campaign
  • 09:42 – 15:09 How did they adapt to the pandemic?
  • 15:10 – 16:57 The role of brand storytelling and brand voice
  • 16:57 – 18:57 How do they evaluate media performance with something like this?
  • 18:59 – 21:23 Actionable insights and what’s next

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