M&M's candy partnered with Spotify to help bring back message packs with integrating Spotify playlists.

The limited time messaging packs have a printed message and include a QR code is scanable from a smartphone. The link coresponds with a carefully curated Spotify playlist that matches the messaging on the M&M's packaging. 

The 28 different M&M Messages packs have humorous phrases like "Have a great day pretending to do work," which is paired with a playlist "to make you feel like a boss." Scanning a pack that says "Slay Girl" opens a list of songs by "powerful female artists".

In addition to the Spotify digital integration, M&M's has furthered its activation plan by printing some of the messaging on the packaging onto the M&M's sponsored NASCAR car driven by Kyle Busch.