​ABC has struck one of its first major deals with an outside brand to market its hot reality competition “The Bachelor,” BrandChannel reported Friday.

Current Bachelor Juan-Pablo Galavis is paired with the Yellow M&M in what is being billed as an “irresistible pair.” The new #ManCandyMonday campaign will be heavy on Facebook integration, BrandChannel reported.

The new campaign launches just as ABC is promoting its Sunday wedding special featuring previous contestants Sean Lowe and Cathering Giudici. The special is just one of several that the network is planning this season to “reboot” the series.

Read More: BrandChannel

Brief Take: After 18 seasons, ABC is attempting to breathe new life into a mainstay of their reality portfolio with new specials and new marketing partnerships.

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