M&M’s is teaming up with Warner Bros. for the theatrical release of “Practical Magic 2” with the release of a limited-edition “Amas Veritas” Spell & Snack Pack.
Inspired by the original 1998 film’s scene where young Sally Owens recites the “Amas Veritas” love spell, the custom candy pack features eight symbols representing the film’s magical lore. The set also includes four brand-new symbol designs that tease upcoming plot details for the sequel, which hits theaters Sept. 10.
“For generations, M&M’s have been a staple of Halloween celebrations,” said Allison Miazga-Bedrick, vice president of marketing for seasonal portfolio at 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.”
To launch the campaign, M&M’s partnered with actress Camilla Belle, who portrayed young Sally Owens in the original film. Belle recites an updated version of the “Amas Veritas” spell in new promotional content set to air across Instagram and TikTok.
@mmschocolate Some spells are worth repeating.🌙✨ M&M’S Amas Veritas Spell & Snack Pack drops September 3. ISee #PracticalMagic2, only in theaters September 10 🔮Tickets on sale now. @Warner Bros. @practicalmagicmovie ♬ original sound – M&M'S US
“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,” Belle said.
The limited-edition snack packs will be available exclusively at MMS.com/Practical-Magic as a gift-with-purchase alongside the M&M’S Milk Chocolate Fun Size Sharing Bag, while supplies last. In a nod to the film’s iconic midnight theme, the packs will launch during two online drops at midnight ET on Thursday, Sept. 3, and Monday, Sept. 14.
