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M&M’s® Brand Report 1

“The milk chocolate that melts in your mouth not in your hand” also known as M&M’s®

has been changing and transforming from just your average chocolate candy to a worldwide

media sensation. The M&M’s® brand has developed characters and an overall personality that

has helped them grow tremendously. The brand has developed new ways to market through

almost an unlimited amount of design choices including colors, texts, pictures, and a wide

variety of flavors. This popular brand has created ways to satisfy their customers and has

developed a sense of brand loyalty with their customers. Through constant advertising the brand

has continued to grow in the market. Although advertising plays a huge part in the success of this

brand, the history is the backbone of its success.

After taking a trip to Spain during the Spanish Civil War and noticing the chocolate

pellets covered in a hard sugary coating that soldiers were eating, a man named Frank Sr. Mars

came up with an idea which would mark the starting point of the M&M’s® brand. Frank Sr.

Mars was born in Minnesota in 1884 (Bellis 2). Mar’s mother enjoyed making candy and would

teach him how to make hand dipped chocolates. When Mars turned 19 and returned back from

Spain inspired by the chocolates the soldiers were eating, he began a candy business with his

wife, Ethel G. Kissack. Soon after starting the business Mars and Kissack had a son, Forest

Edward Mars. The business ultimately failed along with their marriage. In 1910 Mars remarried

to Ethel V. Healy and began to make butter cream candy from their home, which eventually led

them to renting a factory in Tacoma, Washington (Bellis 2). The Factory was called “The Mars

Candy Factory” and employed about 125 workers and sold candy to “5 and 10-cent” stores along

the Pacific Coast. As demand grew in 1920, Mars decided to move the company to a factory

called the “Nougat House” and changed the name of the company from MAR-O-BAR to Mars


Inc. After moving yet once again to Chicago, Forrest joined the family business in the 1930’s.

Forest started their first international company, Mars Limited in the United Kingdom. When

Frank Mars Sr. died in 1934, Forest merged both the America and United Kingdom companies in

an international enterprise. In 1940 Forrest joined partnership with The Hershey Corporation.

Bruce Murrie, son of Hershey executive William Murray, helped establish the name M&M

Candies which represented Murrie and Mar’s last names ("English Tea Store" 1). Soon after

becoming partners, Mars bought out Murrie and became the sole owner of the M&M’s® brand.

The 1940’s also represented the creation of M&M’s®, moving them from just sugar coated

chocolate pellets to a successful brand. In 1954 Mars began to print small white m’s on all of the

M&M’s® in order to separate them from imposter candies, that same year the world famous

M&M characters made their debut as well as the introduction of peanut M&M’s® which only

appeared in a tan coloring and their slogan “The milk chocolate that melts in your mouth, not in

your hand.” Both the advertisements of the characters and the slogan are major contributors to

the successfulness of the brand today. During the early 1960’s the red, yellow, green and orange

colored M&M’s® were introduced. In 1969 Forest Mars retired and left the company to his

children, Forest Mars Jr., John Mars, and Jacqueline Mars-Vogel ("English Tea Store" 1).

In efforts to increase sales during the 1980’s the company decided to provide customers

with a variety of seasonal M&M options including Christmas and Easter printed M&M’s®. They

also introduced M&M’s® to, Denmark, France, Germany, Hong Kong, Ireland, Italy, Australia,

Austria, Belgium, Canada, Japan, Malaysia, the Netherlands, Spain, and Switzerland. Along with

the introduction of holiday M&M’s® and international M&M’s®, in 1988 almond centered


M&M’s® hit stores with limited release during Christmas and Easter, which later became part of

the standard product line ("Time Rime" 1).

In 1990 Mars Snack Food U.S. signed up to be a sponsor of NASCAR, which also

marked the introduction of peanut butter M&M’s® in 1991. In early 1995 Mars ran a promotion

in which consumers were able to vote for which color would replace the tan M&M’s®, which

turned out to be the blue colored M&M. Later that year Mars held a campaign for the blue

colored M&M by creating the M&M’s® into computerized spokes candies in television

commercials. The commercials showed each of the M&M’s® personalities with red being the

mascot for the milk chocolate M&M’s®, Yellow the mascot for peanut M&M’s® as well as the

happy and gullible one, Blue as the “cool one”, Green as the seductive female, and Orange as the

mascot for the crispy pretzel as well as slightly neurotic M&M. During 1996 Mars introduced

M&M minis, which were sold in plastic tubes instead of bags. In 1999 the crispy M&M’s® were

introduced but were later discontinued in the United States ("Time Rime" 1). In 2000 M&M’s®

was named the “ The Official Candy of the New Millennium.”

In 2002 Mars held their first ever “M&M’s Global Color Vote” to add a new color among

the choices of aqua, pink and purple. The purple colored M&M won and was available for a

limited time. In 2005, 17 different colors were made available online including holiday and

seasonal options ("Time Rime" 1).

In 2006 M&M’s® became the official chocolate of NASCAR. This year also marked the

introduction of white chocolate M&M’s® as a tie-in with the “Pirates of the Caribbean”

promotion. Dark Chocolate M&M’s® also became part of the product line. In 2009 M&M’s®

launched a limited edition “Strawberried Peanut Buttered” flavor to tie in with the release of The


“Transformers” movie. In 2010 the “Bare all” M&M’s® were introduced, which were regular

milk chocolate M&M’s® without the colored shell. The M&M’s® wrapper designs were also

redone this same year ("Time Rime" 1).

For forty years, the advertising agency that is now known as Backer Spielvogel Bates

handled all the advertising for the M&M/Mars brand (Goldman). In 1995, BBDO New York,

part of BBDO North America, unit of BBDO Worldwide which is owned by the Omnicom

Group, won the chance to be the new M&M®/Mars brand advertising agency (Kane) (Elliott).

However, BBDO was not the only agency the M&M’s® brand was using. In 1998, both BBDO

New York and Interactive8 were responsible for the M&M’s® brand . BBDO handled the

interactive advertisement planning and traditional media, while Interactive8 did only interactive

work, including handling the M&M’s® website (Sacharow).

Interactive8 was founded in 1994 and by 1999 was looked at as being one of the biggest

up-and-coming advertising agencies. In 1998, with only 48 employees, Interactive8 added two

business divisions. One division was Rel8 media planning and the second was TPI ethnic

marketing division. In addition to the M&M/Mars account, Interactive8 had DeBeers, and

several television channels including A&E, Biography, Mysteries, and the History Channel as

clients. When they added the Rel8 media department, they made it its own separate business unit

and were the advertising agency for the World Wrestling Federation (Mand); however after 1999

Interactive8 slowly decreased their involvement with Mars and M&M’s®.

BBDO Worldwide was founded in 1891 and is headquartered in New York City. They

have 287 offices in 79 countries and have won numerous awards such as the Network of the

Year (2007-2011), Most Effective Agency Network (2011) and Most Awarded Network in


Advertising (2008-2011). They specialize in advertising, branding, design, direct marketing, as

well as interactive marketing. Some of their other clients are Bayer, Campbell's, FedEx, General

Electric, Monster, Pepsico, and SC Johnson (bbdo.com). BBDO New York were the brains

behind the changing of the name originally called “plain M&M’s®” to milk chocolate back in

2000. They did a $10 million multimedia campaign that carried the theme: “Same great

chocolate. Much better name” (Kane).

The Omnicom Group was founded in 1986 and is a strategic holding company that

manages a portfolio of global market leaders. Their three global advertising brands are BBDO

Worldwide, DDB Worldwide, and TBWA Worldwide. Their leading United States – based

national advertising agencies are Arnell, Goodby, Silverstein & Partners, GSD&M, Martin|

Williams, Merkley & Partners, and Zimmerman Partners (omnicomgroup.com).

The way that Mars Inc. markets their product is a very unique. This is something most

people would find shocking. Most people would think that M&M’s® are for kids, therefore the

main focus group would be for young kids; however, Mars states, “We will direct our marketing

communications to adults who make the household purchasing decisions (gatekeepers) and

young people 12 and over, both in terms of ad content and media purchasing” (Mars Inc.). This

is because Mars does not want to portray the image of a bunch of children playing video games

and eating chocolate, or watching TV and eating chocolate. Mars wants to portray the image of

healthy life styles. Also to log onto the M&M’s® website you must enter your age. If you are

under 12-years-old and put in your birthday, it restricts you from getting onto the webpage and

redirects you the homepage of Google.


Although M&M’s® has branded their own characters, this does not mean that they are

targeting children in their advertising. This marketing decision was made to make the brand

more human-like. While this may sound childish Mars States that “The actions and speech of the

M&M’s® Characters are intended for an audience over twelve years of age, and we continue to

emphasize their mature personalities and adult characteristics” (Mars Inc). Also another way that

Mars does not market towards the kids under twelve is “Our Marketing Code also states that

Mars does not place vending machines offering our snack food products in primary schools and

does not offer Mars-branded educational materials or sponsor sporting events at primary schools,

except in connection with established educational or public service messaging programs on

responsible gum disposal and oral health care, or upon the request of schools,” (Mars Inc.).

The company reaches their varying demographics by doing market research to figure out

what types of advertisements will be best received by the consumers, and then creating multiple

advertising campaigns based on their findings. Intense research is not only done to determine

demographics, but also psychographics. According to an articles called “The Candy Man Can,”

by Dan Hanover, “psychographics are very important because when consumers are shopping in

the candy aisle, they make a decision on as to whether they want chocolate or sugar, and also on

the size, flavor and texture of the candy that they want,” (Hanover, 2002). The company is able

to gather demographic and psychographic information on their customers by asking their VIP

members to fill out a brand survey when signing up their memberships. Some questions include,

“Frequency of consumption,” “For what purpose are they consuming M&M’s®,” and “How

often do they consume competitors products?”


The Drug Free Action Alliance (DFAA) did a study on over 40,000 people on all the

commercials that were broadcasted during the Super Bowl XLVI in 2012 to kids who were in 6th

grade to 12th grade. What the study was for was to find out what their favorite commercials were,

and which commercials they recalled the most. The study showed that both the middle school

and high school students said that their favorite commercial was the “M&M’s®: Just My shell”

commercial (DFAA). Next, the students were asked what commercials they remembered the

most. The students in middle school said that Doritos was number 1 and the M&M’s®

commercial was number 2. The high school students answered a bit differently, there number 1

was the Doritos commercial, number 2 was Bud Light, and number 3 was the M&M’s®

commercial. While they may not be recalled as number 1, they were still in the top 3, which

means that they advertised well enough to be remembered.

Another way that Mars Inc. markets their M&M’s® is through the customization of the

M&M’s®. This is a very unique way of marketing because it could apply to everyone. You can

get just about anything you want on the M&M’s®. Your favorite sports teams, a picture of

someone, or write anything you want on them. You can give the M&M’s® as a gift, put your

company logo on them and display them at company meetings, or retreats, or even have them

at a wedding. Being able to customize your own M&M’s® allows the consumers to have fun

with the product, and overall benefit the company. Usually when you are customizing

M&M’s®, you won’t order just one package of M&M’s® you are doing it in bulk, which means

that you have to order by the pound. In return makes Mars Inc. is able to make a lot of money.


M&M’s® have been a big part of American culture. From its small beginning’s in the

1940’s where M&M’s® was issued to GI’s as snacks for battle to being named the candy of the

millennium. In the 1950’s they created the well-known faces we all love and familiarize with

now. They were one of the first to see the world behind the Internet. They created a colorful

lifestyle for us to immerse ourselves into.

After World War II all the G.I’s were coming home to start families and to settle happily

in the suburbs. This meant more TV’s which in turn meant more advertising. In 1954 the yellow

and red M&M were created and M&M introduced a new slogan “the milk chocolate melts in

your mouth not in your hand” (M&M’s website). Not only did they introduce the classic red and

yellow that we know today but in the ‘50s they introduced their flanker brand, Peanut M&M’s®.

This gave them more options for the consumer while boosting their campaign.

In the ‘60s they showed people not being able to perform day-to-day tasks because of

melted chocolate all over their hands. They started utilizing television programs like “Tarzan”

showing him carefree about melting chocolate when he swings on his vines (YouTube

commercial 1960). They were able to be one step ahead of the competition by already being in

the television market.

During the 1970’s, family was still their target audience. One commercial had a child

getting in trouble for getting chocolate everywhere, but if the child ate M&M’s® he wouldn’t get

in trouble. This sends the message to kids that if they don’t eat M&M’s® they will be punished

(YouTube Commercial 1970). It shows in the end of the commercial the child and parent

together eating the candies representing it’s not only for children but for adults too.


The 1980’s were a big time for M&M’s® because it was the introduction of the holiday

colors. Their commercials continued to be family oriented but they began to get away from their

slogan (M&M’s Christmas Ad 1987). They introduced how this new holiday colored M&M’s®

can be used not only as a holiday treat but as a decoration too (Oregon State). This is a chance to

integrate the M&M’s® lifestyle into years of families long standing holiday traditions.

From the 1990’s to present time they have used the same strategies in promoting

M&M’s® still using family as the basic idea behind their commercial; advertisements showed

families interacting with the candies. In present day they have moved down a different path;

using ad campaigns that are character driven. The humor within the commercials are something

that children are attracted to with the characters but adults are attracted because of the mature

jokes that adults can find funny. For example, M&M’s® introduced Ms. Brown during their

Super Bowl spot. Red mistakes her at a party for being naked because her shell is brown so he

takes his shell off (nytimes.com). They use sexual characters like Ms. Green and the sexy

intellect of Ms. Brown. Television campaigns play a big part and within those campaigns the

characters take the starring role.

Red claims he is “30-something”. He’s red, round and perfect for his shell size. He loves

when people follow his advice and he is very good at turning simple chores into over-

complicated tasks. Yellow has yet to admit his age but is a kid at heart. He’s average build

considering he’s a peanut surrounded by

chocolate. He likes cute women, fluffy

things and his best friend is Red. He’s

always the nice guy to finish last but has a


positive outlook on everything. Green is filled with confidence and romance. She loves everyone

staring at her but don’t dare ask her what her weight it. Despite her beauty she can be sometimes

a tad intimidating. Blue is a true ladies man. He loves moonlit nights and jazz. He keeps pretty fit

and has a huge dislike for squares. Orange’s constant stress makes him look older. He lives in

constant fear of people who always want to eat him. His fear though has taught him to spot the

hungriest person in any room (M&M’s website).

In 1996 they introduced their website to the public (M&M’s website). They were of the

first that created an interactive website not only a place to shop but to also have the consumer be

able to create their own M&M’s®. By the 2000’s the “create your own” campaign became a big

hit with consumers being able to pick out colors for weddings, parties or even colors to promote

awareness for things such as, breast cancer.

In early 2010, Mars Inc. launched a media campaign advertising M&M pretzels. They

featured television, radio, and print. The Mars Corporation thought it would be a good idea to

begin the campaign on Facebook to increase awareness a month before the actual product

launch. This means all demographics and income levels were targeted. The “free-sample”

campaign was also successful. There was a total fan increase of 9% that was experienced during

the one-month promotion and the campaign received hits long after it ended. Mars found that

their customers knew more about the product at the actual launch because of Facebook

(casestudiesonline.com).

This campaign is their largest in a decade in terms of money spent and size. The company

won’t reveal how much they have spent on the campaign overall but they have spent $5 million

on handing out samples at concerts, stadiums and college campuses. Just for this campaign they


brought back the Orange M&M to introduce Mr. Pretzel. This was a good time to introduce the

fearful orange M&M because it fits well as he protests having a pretzel stuffed inside of him.

The pretzel campaign was one of their largest in over a decade (nytimes.com).

M&M's® had in the past spent nearly 38% of its budget in magazines promoting

themselves in NASCAR, NFL and the Kiss tour (adage.com). They depicted the band as

M&M’s® performing a concert. The promotions were big in high-reaching magazines such as

People, In Style, TV Guide, Star and ESPN: The Magazine.

To appeal to more of an adult audience they campaigned sensibility and practicality.

They started one of their more well known campaigns, “The milk chocolate that melts in your

mouth, not your hands." It was given a sensible and simple look by using small black letters on a

white background. Later on they take this same simple idea except adding each letter of a

keyboard. A keyboard in synonymous with the technology era (op-ed).

M&M’s® is well known for teaming up with movies like “Star Wars III” and “Shrek 3”.

The “Star Wars” campaign was creatively called “The Return of the Mpire”. They were selected

in the year 2000 as the candy of the millennium because a millennium in roman numerals letters

is “mm” (M&M website). Not only are they in the movie industry but they have infiltrated the

sports world by making Kyle Busch’s car covered with the M&M logo. They have also gone the

extra mile by being the “official candy of NASCAR.”

Now that we have looked into the traditional media campaigns of the M&M’s® brand it

is important to recognize that 21st century is ever evolving, especially with technology and

mediums of communication. A statistic verified by The Associated Press states that the average


attention span of Americans in 2012 is 8 seconds, opposed to twelve seconds in 2000. This

statistic is very helpful for advertising companies and it also poses a lot of challenges.

Advertising companies not only have to compete with other ads being exposed to

consumers but they must grab the consumer’s attention within the 8 seconds that they have it.

Traditional media such as television, radio, magazines and billboards can be analyzed to measure

its reach to consumers. This concept is known as a pushing message, the advertising is being fed

to the consumers. In today’s media world, consumers have more options as to what

advertisements they want to see.

Online you are able to pull messages; chose what to watch, how and when. Non-media

connectors are now focusing on how to influence the consumer rather than how to advertise to

them. Non-media connectors are a result of our fast-pace society and our obsession with staying

connected. This medium of communication is immeasurable, meaning the consumer reach

cannot be tracked by numbers like it could be through a Nielsen Rating on television.

Non-media connectors tend to use word of mouth or WOM, a concept that has been

highly developed over the years and can be very useful in the advertising business. Word of

mouth however, does not have to be conversed literally; it can appear through social media such

as Facebook or Twitter. Facebook is a phenomenon in itself, allowing 1 billion people to connect

on a global scale.

Some assume that having fifty thousand “likes” on Facebook means you have reached a

consumer base of fifty thousand people, but that is not always the case. The numerical value of

likes cannot be directly linked to the success or lack thereof of a product. Facebook is evolving


rapidly as a medium for advertisements. There are now ways to access the analytics to your page,

and to view the traffic of your site. Functions like “click-throughs” and conversions are ways to

measure how often your site is being accessed and if the purchases being made are directly

linked to your site. These advances within non-media connectors will help create a relationship

between consumer and producer and will eventually bridge the gap between traditional and new,

new media.

M&M’s® created a campaign through Print, TV and digital; including Facebook in June

2010, when Mars launched the M&M Pretzel campaign. Tied-in with M&M’s® was American

Idol during their 49-city tour. Consumers were able to log onto the M&M’s® Facebook and

learn about the new product as well as watch a live stream concert of the Finalists from

American Idol. This campaign also introduced a new M&M, Orange M&M who is the

“Spokescandy” for the campaign. Orange M&M is characterized as being extremely anxious and

neurotic after realizing he had a pretzel inside him. Mars representative, Ryan Bowling describes

the campaign as “really funny.” Mars calls it “one of the biggest product launches for M&M’s®

in a decade.” Another social media campaign was launched in 2012 by M&M’s® Canada. “Find

Red,” was designed to help consumers become more aware of the M&M’s® social media sites.

The hunt for Red M&M was developed over YouTube, Twitter, Foursquare and Facebook. Clues

provided in the promotional video helped get consumers start but it was up to them to continue

the search. An incentive to play along was the chance to win a Smart Fortwo car.

Possibly one of the most successful campaigns was released February 2012, “Just My

Shell” which included the launch of Ms. Brown M&M during Super Bowl XLVI. This campaign

was taken to an entirely different level. Ms. Brown, Chief Chocolate Officer, was showcased in


several print, TV and digital ads. Twitter created @mmsbrown

to deliver information and promotions to her followers.

Facebook had a live chat with Ms. Brown the day prior to the

opening of the Museum of Chocolate Art in New York City

(February 8, 2012). Fans (consumers) were encouraged to

experience the museum in person; however, those who could

not, could walk through a virtual tour on the M&M’s®

Facebook page. February 19, 2012 fans were asked to send in

“profile pictures” through Facebook to be included in a mosaic of Ms. Brown.

As mentioned before Ms. Brown can be found on Twitter (@mmsbrown) as well as

M&M’s® Red (@mmsred) and Ms. Green (@msgreen). But why stop there? M&M’s® has

created twitter handles for My M&M’s®, M&M’s® World, M&M’s® Colorful Fans, and

several M&M’s® countries; Australia, Canada (etc.). Not only have these characters been

created to be human-like, each have their own style when tweeting. Ms. Green tweeted

November 26th, “RT if you are online shopping for #cybermonday like moi!” Realistically,

M&M’s® cannot shop online or even tweet for that matter; however followers responded to her

by re-tweeting, just like she asked. They have been designed to promote the brand and each

other. It is interesting to see them continue conversations with one another; this makes the

consumers believe they are “not your average chocolate” which is one of the messages the brand

tries to release.

In order to advertise at all you must spend money. According to the Advertising Age

datacenter for 2012, Mars Inc., the producer of the M&M’s® brand spent as estimated $630.2


million on media in the U.S. alone. Mars Inc. was rated 59th out of 100 corporations climbing 6

spots from 65 in 2009. $567.2 million of that amount was spent on media purchases. $63 million

was spent on unmeasured media purchase. $66.5 million reportedly spent on Internet purchases,

and an astonishing $324.9 million spent on television purchases.

The lowest amount spent as far as media purchases belong in the category of “outdoor.”

An example of outdoor based media would be the M&M’s® scavenger hunt that was launched

through social media. The codes were baked into traditional outdoor media buys that included

touch points such as mass transit shelters, street-side display advertising and retail kiosks in high

trafficked areas.

The reason behind these media buys directly links to where the people are, and whether

or not the consumers will be exposed to their messages, thus buying their product. Where the

most money is spent is where the biggest reach can occur; via television. It has been proven time

and time again that when a person is watching television it affects sales, either positively or

negatively. It is less likely that an investment will be made when the producer is unsure that the

message will be heard. From a producer’s point of view, it is safer to spend money on time and

space where you can effectively see the results of your campaigns. M&M’s® has chosen

television as the largest medium for media buying because the company has seen its results. A

perfect example of a successful television campaign was the launch of Ms. Brown during Super

Bowl XLVI, which resulted as the #1 commercial during the Super Bowl.

The use of social media and traditional advertising created by M&M’s® contributes

largely to the success of the entire brand. The personalization of M&M's® characters has created

a sense of brand loyalty among consumers since 1941. The brand continues to transform and


adapt to the demand their target audiences. M&M’s® has remained the chocolate of choice by

consumers for decades as a result of their dedication towards the brand and its constituents. The

clever use of humor and colorful personalities shown throughout their advertisements creates a

relationship that is nearly impossible to replace. The continuous growth of M&M’s® directly

contributes to the brands success and will continue to do so for many years to come.


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