M&M’s are the flagship product of the Mars Wrigley Confectionery division of Mars, Incorporated. They are small, round, chocolate-coated candies with a hard candy shell and a filling that varies depending on the variety of M&M’s. The original M&M’s were made with milk chocolate, but other flavors have been introduced over the years, including peanut, peanut butter, crispy, almond, and dark chocolate.
M&M’s were invented in 1941 by Forrest Mars Sr., who was inspired by a British candy called Smarties. The candy-coated chocolate concept was copied from Smarties, which Mars had encountered during the Spanish Civil War (1936–1939). The sugar coating made it possible to carry chocolate in warm climates without it melting.
M&M’s were first sold in the United States in 1941, and they quickly became popular. The candy was originally sold in five colors: brown, red, yellow, green, and orange. Red M&M’s were discontinued in 1949 due to a shortage of red dye, but they were reintroduced in 1987.
Today, M&M’s are sold in over 100 countries around the world. They are one of the most popular candy brands in the world, and they are a staple of many holidays and celebrations.
In addition to their delicious taste, M&M’s are also known for their colorful packaging and their animated mascots. The M&M’s characters, which were introduced in 1954, are four anthropomorphized M&M’s: Red, Yellow, Green, and Blue. The characters have been used in a variety of advertising campaigns, and they have helped to make M&M’s one of the most recognizable brands in the world.
The impact of M&M’s reaches beyond the world of confectionery. The lovable and personified M&M’s characters, each with its unique personality, have become pop culture icons in their own right. From the sweet and shy Yellow to the energetic and mischievous Red, these characters have starred in countless commercials, ad campaigns, and even appeared in movies, making M&M’s a brand that transcends the boundaries of traditional advertising.
Here are some additional facts about M&M’s:
- The name “M&M’s” is a reference to the Mars family and the Murrie family, who were the original owners of the candy.
- The original M&M’s were made with a peanut butter filling, but this was changed to milk chocolate in 1949.
- The first M&M’s commercial aired in 1954, and it featured the animated characters Red and Yellow.
- M&M’s have been featured in a variety of movies and television shows, including “I Love Lucy,” “The Simpsons,” and “The Big Bang Theory.”
- In 2012, M&M’s were the world’s best-selling candy brand, with annual sales of over $2 billion.
M&M’s are a delicious, fun, and iconic candy that have been enjoyed by people of all ages for generations. They are a symbol of happiness and fun, and they are sure to bring a smile to your face.
Founding History of M&M’s
The founding history of M&M’s is a fascinating tale that begins during World War II and involves the collaboration of two prominent confectionery families. Let’s dive into the detailed story of how these iconic candies came to be:
The origins of M&M’s can be traced back to Forrest Mars Sr., the son of Frank C. Mars, the founder of the Mars Company. In the early 1940s, Forrest Mars observed soldiers in the Spanish Civil War enjoying small chocolate pellets with a hard sugar coating. These pellets prevented the chocolate from melting in their pockets during the sweltering heat. Inspired by this innovative concept, Mars saw an opportunity to create a similar product for American soldiers during World War II.
To bring his vision to life, Forrest Mars needed access to chocolate, which was under the strict rationing of the war. To overcome this obstacle, he sought help from Bruce Murrie, the son of William Murrie, then the president of the Hershey Chocolate Company. This collaboration between Mars and Murrie was crucial, as it allowed them to combine their resources and expertise in the confectionery industry.
In 1941, Mars and Murrie successfully developed the unique concept of bite-sized chocolates with a candy-coated shell. Each tiny candy had a hard outer shell that kept the chocolate from melting and protected it from smudging. The candies were made with a milk chocolate center, creating a delightful combination of flavors and textures.
The name “M&M’s” is derived from the initials of the two founders’ surnames, “Mars” and “Murrie.” The name was deliberately chosen to symbolize the collaborative effort behind the creation of these novel candies.
In 1941, M&M’s began commercial production, and by 1942, they were introduced to American soldiers as part of their rations during World War II. The candies gained popularity among the troops, who appreciated the convenience and taste of these colorful treats on the battlefield.
After the war, M&M’s were made available to the general public in 1945. The candies were an instant hit, with consumers quickly falling in love with their unique taste and candy-coated design.
To further distinguish M&M’s from other candies, each piece was stamped with a lowercase “m” to identify the Mars brand. This “m” logo, which remains an iconic feature of M&M’s to this day, was initially imprinted in black ink on the candy shells.
As the brand gained traction, M&M’s expanded its color palette, offering a wide range of hues. This added to the candies’ allure, making them visually appealing and suitable for various occasions, festivities, and holidays.
Over the years, M&M’s continued to innovate and expand its product offerings. In 1954, the brand introduced the peanut M&M’s, which featured a peanut center coated with the signature candy shell. This variation became immensely popular and remains one of the most beloved M&M’s flavors.
Subsequently, M&M’s introduced various other flavors, such as almond, peanut butter, crispy, and dark chocolate, catering to diverse taste preferences. The brand also ventured into seasonal and limited-edition varieties, further enhancing its appeal and keeping consumers excited about new taste experiences.
In 1995, M&M’s introduced its iconic characters, each representing a different color of the candy. The characters were brought to life through advertising and marketing campaigns, with their distinct personalities captivating audiences worldwide. Characters like the cheerful Yellow, the cool Blue, the sassy Green, the intellectual Red, and the grumpy Orange became instant fan favorites, making M&M’s not just a delicious treat but also a pop culture phenomenon.
From its humble wartime origins to becoming one of the most recognizable and cherished candy brands globally, M&M’s has left an indelible mark on the confectionery industry. The innovative concept of a candy-coated chocolate proved to be a stroke of genius, making M&M’s a timeless treat that continues to bring joy and delight to people of all ages. With its rich history, vibrant branding, and unwavering commitment to innovation, M&M’s remains an enduring symbol of sweetness and fun, enjoyed by generations past, present, and undoubtedly, the future.
Marketing Strategies of M&M’s
M&M’s marketing strategies have been instrumental in making the brand a global icon and a beloved household name. Over the years, the company has employed a wide range of innovative and effective marketing tactics to create a strong brand identity, connect with consumers, and drive sales. Let’s delve into the details of some key marketing strategies that have contributed to the success of M&M’s:
Iconic Characters and Brand Personification:
One of the most distinctive and successful aspects of M&M’s marketing is the creation of lovable and personified characters representing each color of the candy. Characters like the energetic and mischievous Red, the smart and confident Yellow, the cool and calm Blue, the sassy and self-assured Green, and the wise and nerdy Orange have become pop culture icons in their own right.
These characters have been featured in countless advertising campaigns, commercials, and digital content. By giving each M&M’s color a unique personality and relatable traits, the brand has managed to create an emotional connection with consumers, making the candies more than just a product but also a source of entertainment and joy.
Humorous and Memorable Advertisements:
M&M’s commercials are renowned for their humor and creativity. The brand has consistently produced entertaining and memorable advertisements that resonate with audiences of all ages. Whether it’s the witty banter between the M&M’s characters or the clever situations they find themselves in, the ads are designed to leave a lasting impression on viewers.
M&M’s commercials often incorporate humor, clever wordplay, and playful interactions, ensuring that consumers associate the candies with positive emotions and a sense of fun. These advertisements have become a hallmark of the brand’s marketing strategy, reinforcing its position as a lighthearted and enjoyable treat.
Seasonal and Limited-Edition Varieties:
Each year, the company introduces new seasonal flavors that align with holidays or popular events. For example, around Halloween, they release pumpkin spice M&M’s, while during Christmas, they feature mint chocolate M&M’s. In addition, they often debut special edition flavors tied to major sporting events like the Super Bowl or World Series. By creating limited-time only options that correspond to significant dates on the calendar, they generate buzz and drive sales through scarcity and exclusivity.
These limited-time offerings not only appeal to collectors but also drive impulse purchases and boost sales during specific periods. The strategy also encourages consumers to try new flavors and keeps the brand fresh and relevant in the minds of consumers.
Social Media Engagement:
One crucial element of their social media presence involves producing shareable, interactive content that encourages user participation. They regularly post fun quizzes, challenges, polls, and memes related to M&M’s on Facebook, Instagram, Twitter, and other platforms. By doing so, they foster engagement and increase brand visibility by tapping into users’ natural inclination to interact with entertaining content.
Another effective technique employed by M&M’s is implementing hashtag campaigns across multiple social media channels. They create memorable, easy-to-remember tags associated with specific promotions or seasons, such as #MMsHalloween or #MMsChristmas. Consumers can then tag their own posts featuring M&M’s or related imagery to participate in online conversations and showcase their love for the brand.
Encouraging followers to submit their own photos or videos featuring M&M’s is yet another valuable social media engagement strategy. M&M’s frequently reposts fan creations on their official accounts, crediting the original poster and sparking further sharing from those featured. This type of UGC not only strengthens connections with loyal supporters but also attracts new ones who appreciate seeing real-life usage scenarios and personal experiences associated with the brand.
By actively engaging with its fans and followers, M&M’s fosters a sense of community and encourages brand loyalty. Social media also provides valuable insights into consumer preferences and trends, allowing the brand to tailor its marketing efforts accordingly.
Sponsorships and Partnerships:
M&M’s strategically enters into partnerships and sponsorships with major events, movies, and sports franchises. By associating the brand with high-profile events and popular entertainment properties, M&M’s gains exposure to broader audiences and increases brand visibility.
As one of the most visible industries worldwide, sports provide an ideal platform for connecting with consumers through shared passions and emotional investments. M&M’s leverages this passion point by partnering with professional teams, athletes, and sporting organizations. For instance, they became the “Official Chocolate” of Major League Baseball (MLB), aligning themselves with America’s pastime while providing exclusive access to unique merchandise, ballpark giveaways, and special event appearances. Similarly, they teamed up with the National Football League (NFL) as the “Official Chocolate,” offering customized candy dispensers and football-themed treats during games and other NFL-related occasions.
Collaborating with film studios, television networks, music labels, and celebrities helps extend M&M’s reach within popular culture. Examples include tie-ins with blockbuster movies like Disney/Pixar’s Toy Story 4, which resulted in limited edition packaging designs featuring beloved characters like Woody, Buzz Lightyear, and Bo Peep. Additionally, M&M’s often supports major award shows by serving as a presenting sponsor or offering gift bags filled with their signature milk chocolates to nominees, presenters, and VIP attendees.
M&M’s has formed alliances with well-known beverage manufacturers such as Starbucks and Coca-Cola. These collaborations result in innovative product combinations like M&M’s Crispy Minis mixed with Starbucks Frappuccino Roast coffee grounds or M&M’s Crispy Minis blended with Coke Zero Sugar. Both pairings offer something new and exciting to loyal patrons of those iconic brands while introducing them to M&M’s distinct flavors and textures.
Product Diversification and Innovation:
M&M’s constantly explores new flavors, formats, and product lines to cater to changing consumer preferences. By introducing innovative products such as pretzel-filled M&M’s, caramel M&M’s, or limited-edition flavors, the brand keeps consumers curious and excited about trying new varieties.
Product diversification not only adds novelty to the brand but also ensures that M&M’s remains relevant and adaptable in a competitive market.
M&M’s marketing strategies have successfully combined humor, creativity, innovation, and emotional appeal to create a brand that is not only beloved for its delicious candies but also celebrated for its iconic characters and engaging campaigns. By staying true to its core values and continuously adapting to the changing tastes and preferences of consumers, M&M’s remains a dominant force in the confectionery industry and continues to delight candy lovers worldwide.
Marketing Mix of M&M’s
The marketing mix, also known as the 4Ps of marketing, is a strategic framework that businesses use to plan and execute their marketing strategies effectively. Let’s examine the marketing mix of M&M’s in detail:
Product:
The product aspect of the marketing mix refers to the goods or services a company offers to its target market. In the case of M&M’s, the product is the iconic candy itself. M&M’s are small, bite-sized chocolates with a candy-coated shell, available in various flavors and colors. The core product is the delicious combination of smooth milk chocolate (or other fillings like peanuts, almonds, etc.) and the unique candy shell.
Over the years, M&M’s has diversified its product line to include different flavors, limited-edition varieties, seasonal editions, and new formats. The brand also introduced variations like pretzel-filled M&M’s, crispy M&M’s, and dark chocolate M&M’s to cater to a broader range of taste preferences.
Price:
M&M’s adopts a competitive pricing strategy, positioning its candies at a reasonable and accessible price point. The pricing strategy considers factors such as production costs, competition, and perceived value by consumers.
The brand also uses price promotions, particularly during seasonal events or major holidays, to encourage purchases and boost sales. For instance, retailers might offer discounts or special deals on M&M’s during Christmas, Halloween, or Easter to attract consumers looking for festive treats.
Promotion:
M&M’s employs various promotional tactics to reach its target audience:
- Advertising: M&M’s is known for its entertaining and humorous advertising campaigns that feature the iconic M&M’s characters. Commercials are aired on TV, online platforms, and social media, captivating audiences with witty interactions between the characters and memorable taglines.
- Social Media: M&M’s maintains an active presence on social media platforms like Facebook, Instagram, Twitter, and YouTube. The brand uses these channels to engage with fans, share entertaining content, run contests, and leverage user-generated content to enhance brand awareness.
- Sponsorships and Partnerships: M&M’s strategically sponsors major events, movies, and sports franchises to gain exposure and connect with wider audiences. This includes sponsoring sports events like NASCAR races and the Olympics, as well as collaborating with blockbuster movie franchises to feature the candies in promotional tie-ins.
- Seasonal and Limited-Edition Campaigns: The brand regularly launches seasonal editions and limited-edition varieties to create excitement and drive impulse purchases. These campaigns are often accompanied by eye-catching packaging and special advertising efforts.
Place:
M&M’s has a robust distribution network, ensuring that its candies are widely available across various channels and geographies. The brand’s candies can be found in:
- Retail Stores: M&M’s are available in grocery stores, supermarkets, convenience stores, and mass merchandisers, making them easily accessible to consumers during their routine shopping trips.
- Vending Machines: M&M’s are often sold through vending machines in high-traffic locations such as airports, train stations, and office buildings, offering a convenient option for on-the-go consumers.
- Online Channels: The brand also sells its candies through e-commerce platforms, allowing customers to order M&M’s directly from the company’s website or other online retailers.
- International Presence: M&M’s has a strong global presence, with its products distributed and sold in various countries, making it a globally recognized and loved candy brand.
By carefully managing the marketing mix elements, M&M’s has established itself as a leading confectionery brand, delighting consumers with its delicious candies, engaging marketing campaigns, and strong brand identity.
Also Read: Mondelez International “Sweet” Journey to Success
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