M&M’S is celebrating the upcoming theatrical release of Practical Magic 2 with a limited-edition candy pack inspired by a memorable spell from the original 1998 film.
Mars Snacking announced Wednesday, Sept. 2, the M&M’S Amas Veritas Spell & Snack Pack, which features specially designed M&M’S candies decorated with eight symbols inspired by the “Amas Veritas” love spell recited by young Sally Owens in the original Practical Magic.
The promotion comes ahead of the Sept. 10 theatrical release of Practical Magic 2, the sequel to the Warner Bros. Pictures film.
“For generations, M&M’S have been a staple of Halloween celebrations and remain the perfect chocolate treat for every spooky moment throughout the season,” said Allison Miazga-Bedrick, VP Marketing, Seasonal Portfolio, Mars Snacking. “With Practical Magic 2 coming to theaters, we wanted to give fans a fun new way to celebrate the magic of the season and bring friends together for a movie they’ve been waiting for. This partnership gives Practical Magic fans a nostalgic, colorful and spellbinding way to make their movie night even more memorable – with M&M’S along for the ride.”
The limited-edition pack draws inspiration from a scene in the original movie in which young Sally recites the “Amas Veritas” love spell while envisioning her perfect, impossible man in an effort to protect her heart.
In addition to symbols inspired by the original spell, the pack includes an “extended verse” featuring four new symbols that the company said provide subtle hints about mysteries in the sequel.
The Amas Veritas Spell & Snack Pack will be available exclusively through MMS.com/Practical-Magic as a gift with the purchase of an M&M’S Milk Chocolate Fun Size Sharing Bag, while supplies last.
The packs will be released during two midnight drops — at 12 a.m. Eastern time Thursday, Sept. 3, and again at 12 a.m. Monday, Sept. 14.
M&M’S also partnered with actress Camilla Belle, who portrayed young Sally Owens in the original film. Nearly 28 years later, Belle will reprise the “Amas Veritas” charm with an M&M’S-themed twist in social media content on Instagram and TikTok.
“Playing young Sally Owens in Practical Magic is still one of the most special memories from my early career, so coming back to this moment 28 years later has been such a nostalgic experience,” said Camilla Belle. “Revisiting this beloved scene with M&M’S and giving the ‘Amas Veritas’ spell a sweet twist has been such a delight. I can’t wait for fans to recreate the spell, share the fun on social and get excited for Practical Magic 2.”
M&M’S is also offering its seasonal Halloween products at retailers nationwide, including variety packs of Milk Chocolate, Peanut and Peanut Butter M&M’S and orange-and-black Halloween blends of Milk Chocolate and Peanut M&M’S.
More information about the limited-edition Amas Veritas Spell & Snack Pack is available at MMS.com/Practical-Magic.
