This content has been automatically translated from Ukrainian.
The M&M's brand story is one of those interesting stories that combines ingenuity, a little randomness and great ambition. Everyone who has ever tasted these bright candies must have wondered: how did they appear? Let's dive into history and learn how small colored dragees have become a world icon.
It all started in 1941, when Frank Mars, founder of Mars, Inc., and his son Forrest Mars, Jr., went on a trip to Spain. During the journey, Forrest noticed that the soldiers were eating sugar-coated chocolate. This helped chocolate not to melt under the scorching sun, which was a big plus in the conditions of military operations.
Forrest liked the idea and decided to use it to create new candies. He returned to the US and began working with Bruce Moore, the son of the president of Hershey's, who had access to huge stocks of chocolate. This is how the first batch of M&M's - candies named after Mars and Muri - was born.
Interestingly, the first M&M's were produced exclusively for the military during World War II. The soldiers needed a light and convenient dessert that would not melt in their hands. Thanks to their convenient packaging in paper tubes and hard sugar shell, these candies quickly gained popularity among the military, and after the war they became available to the civilian population.
Over time, M&M's became more and more popular. They expanded their range by adding new colors and flavors. Nut M&M's, peanut, caramel and even almonds appeared. Each new variation became a hit, and the brand steadily strengthened its position in the sweet market.
Brand marketing is especially interesting. In 1954, they launched a famous advertisement with the phrase "Melts in your mouth, not in your hands". This became not only a slogan, but also a guarantee of product quality.
M&M's also actively collaborates with the film industry and pop culture. Remember the movie "E.T. Alien"? Initially, the directors wanted to use M&M's in a scene where a boy lures an alien with candy, but the company refused. It was in the hands of Reese's Pieces, who became famous thanks to this film. However, M&M's remained iconic without it.
In the early 1990s, Mars, Inc. decided to update the M&M's brand and make it more modern and attractive to a new audience. One of the most effective ways to bring attention to a product was to create unique and memorable characters that could interact with the audience through advertising and marketing campaigns.
The first cartoon characters of M&M's appeared in television commercials in the early 1990s. These videos became an instant hit as they brought ordinary candies to life, turning them into charismatic and fun characters. The original characters included Red and Yellow, who featured classic chocolate M&M's and peanut M&M's, respectively.
Red and Yellow were eventually joined by new characters, each with their own unique personality and color:
- Green: the character, who appeared in 1997, became a symbol of courage and charm. She immediately attracted attention for her femininity and grace.
- Blue: first appeared in 1995, became a symbol of coolness and confidence.
- Orange: embodies insecurity and anxiety, appeared later, adding even more humor and charm to the team.
- Brown: The last of the main characters, added in 2012, became a symbol of intelligence and business.
M&M's characters are actively used in advertising campaigns, packaging, social networks and other marketing activities. They participate in special events, promotions and even appear on red carpet. This integration into popular culture helps the brand to remain relevant and attractive to different age groups.
Today, M&M's is not just candy, it is part of the culture. They have their own themed stores in New York, Las Vegas and other big cities where fans can buy souvenirs and see how their favorite sweets are made. Each new product, each new advertising campaign only strengthens their position in the market.
So the story of M&M's is a story of how a simple idea can be a global hit when combined with the right approach, a good marketing strategy and a big dose of creativity. And the next time you enjoy these little bright dragees, remember that they have come a long way from the battlefield to your palm.
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