Retail Merchandiser

Candies with attitude: M&M'S is not just candy--it's a brand with personality, and it's this positive association that helps sell more candy and products across multiple categories.(Mars & Murrie)

M&M'S Candies have been sweetening consumers' palates and making them smile since they were first introduced in 1941.

Today, the candies are just as sweet, but the brand is now one of the most recognizable in the world, and the Characters are icons. Combined, this creates a powerful brand at retail.

In 1954, the year peanut M&M'S joined the portfolio, the M&M'S Characters--Red and Yellow--made their debut, as did the slogan, "The Milk Chocolate Melts in Your Mouth, Not in Your Hand." M&M'S have endured the test of time and have grown to become one of America's best-loved brands.

M&M'S Brand is the number one confectionery brand in the U.S., with brand awareness to be nearly universal at 99%. (1) M&M'S Characters are the key to the success of the brand. Each color, with its individual personality, is an essential part of the brand's equity that helps the brand come to life. The "cast" of Characters reinforces the distinctive product quality and overall brand essence as well as creates a strong bond between M&M'S Candies and consumers. In fact, the Characters are so beloved and popular that they keep company with the likes of Bugs Bunny, Snoopy and the Cat in the Hat. (2)

The M&M'S Characters--the official "Spokescandies"--are fun, quirky, cross all age barriers and appeal to both sexes. Unlike the risks associated with a movie, which could flop, or with an actor or athlete, who could make a mistake with his/her life--both of which could jeopardize a product line--M&M'S is a favorable brand that always possesses a positive image. …

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