Written by Gaëlle Roy, University of Angers, France
M&M’s chocolate candies were created by Forrest Mars in the 1930’s. The two “Ms” represent the names of Forrest Mars and Bruce Murray, the founders of the brand. These candies were first sold to the public in 1941. Very quickly, M&M’s was developped all around the US with a famous slogan « THE MILK CHOCOLATE MELTS IN YOUR MOUTH-NOT IN YOUR HAND » . In 1954, a white « M » was imprinted on the candies giving them a unique trademark. In the 1980’s M&M’s were introduced internationally to Europe, Asia and Australia.
M&M’s began its television advertisement in 1954 and the the first M&M’s characters ( called red and yellow ) were created. The advertisement plays an important role in the development of the brand, the candies promoted movies such as Shrek 2, the Adams Family, Star Wars, Pirate of the Carribean etc. M&M’s brand has also sponsored several partner. In 1990 M&M’s became the sponsor for NASCAR, an organism about the automobile races and became the official chocolate of NASCAR.
Today M&M’s candies were sold in more than 100 countries and they are the most famous confectionary brand in the world. The M&Ms sales often increased during the holiday season (in Hallowen, Christmas and Valentine’s Day). During the summer 2008, « MyM&M’s » website was created which allowed consumers to print their faces on M&M’s candies.
The M&Ms characters are the current « spokescandies » and they are very important for the development of the brand. The first M&M’s character created was Red who is the mascot for milk chocolate M&M’s and he was created 1954, Yellow is the mascot for the peanuts M&M’s. Blue is the mascot for almond chocolat. Green, the first female character, is the mascot for dark chocolate and appeared in 1997. Orange represented the crisped M&M’s and was created in 1999. In 2012 Brown was introduced.
I think M&M’s is an american icon because over the years these candies became part of the american cultur and is appreciated by both children and adults. Moreover this brand was developped all over the world and became the most famous confectionary brand in the world.”