Play Along Packs
Visit the site- Brand
- M&M's
- Year
- 2026
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Puzzle
- Platform
- Installation
- Agency
- BBDO Chicago
- With
- One Mars
- With
- Publicis
Objective
Love Island USA's previous season had driven nearly two million new Peacock sign-ups, and M&M'S wanted a piece of that communal viewing habit rather than run ads alongside it. As the show's exclusive confectionery partner, the brand asked BBDO Chicago to turn the candy itself into part of the drama unfolding on screen, giving fans a reason to snack, host a watch party, and post about it between episodes — all while extending M&M'S' "It's More Fun Together" platform with a direct-to-consumer product.
Solution
Fans order the $15.99 Play Along Pack from MMS.com, which ships four bingo-style boards and a pouch of Love Island M&M'S, each candy stamped with one of 30 catchphrases from the show, like "bombshell arrives" or "got a text." Before an episode starts, each player draws ten candies and arranges them on their board. Then they watch live: whenever a phrase on the board actually happens on screen, they eat that candy and mark the space. Whoever clears their board first — or has the fewest candies left when the episode ends — is crowned "The Villa VIP." Anyone without a pack can still play along using the free printable bingo cards on the campaign's site with regular M&M'S.
- 1
Fans discover the game through the M&M'S Spokescandies film set inside the Love Island villa and the brand's Love Island page on mms.com, pitched as 'a watch party game you can eat.'
- 2
The player buys the limited-edition Play Along Pack for $15.99, sold exclusively on MMS.com starting on the show's premiere day while supplies last.
- 3
Each pack contains four bingo-style game boards and a 10-ounce pouch of custom Love Island M&M'S milk chocolate in tropical colors, every candy printed with one of 30 show catchphrases (e.g. 'bombshell arrives,' 'got a text,' 'the ick,' 're-coupling') instead of the usual 'm.'
- 4
Before the episode, each person at the watch party — up to four players — takes their own board.
- 5
Each player grabs ten candies at random from the pouch and places one on every marked circle of their board, so the phrases in hand for that night are unpredictable each time.
- 6
Players watch the episode together and listen for their phrases; when an on-screen moment matches a candy on their board, they remove that candy and eat it, since eating is the scoring action.
- 7
A round ends when a player clears all ten spots and wins instantly, or, if no one does, when the episode ends and whoever has the fewest candies left is crowned 'The Villa VIP.'
- 8
The pack is designed to last the season: for each new episode, players draw a fresh handful of ten candies, changing their board and predictions every night.
- 9
Players without a pack can still take part, since the Love Island page offers free printable bingo cards to mark moments with ordinary M&M'S.
