The key to M&M's staying power--80 years on

One thing I will never get over?

One of the largest travesties in advertising history: When M&M's made Green and Brown unsexy. HOW COULD THEY take away Miss Green’s little go-go boots like that?

UGH I’m still mad.

But, I can give credit where credit is due. Despite some of their questionable decisions, the M&M brand is goated when it comes to marketing.

The clever personification of their products and their strategic sponsorships have made M&M's one of the most visible brands in the world.

One of their longest and most memorable partnerships has been with the Super Bowl. This collab has spanned over two decades, captivating audiences with their humour and (albeit not sexy) loveable characters.

M&M's also sponsored the NASCAR Cup for 32 years. They’re also the ‘Official Chocolate’ of the MLB and the NFL. They’ve collaborated with the likes of Pixar, Starbucks, and Coca-Cola. If they can get in front of an audience, they will.

I still remember their commercials on TV from when I was a kid. They clearly had a lasting impact, as their candies are still one of my favourite guilty pleasure treats as an adult.

M&M's consistent long-term presence, remaining relevant and impactful to such large audiences, is a testament to their ability to innovate and keep up with current times.

So, let’s take a look at the brand evolution that’s kept them relevant all these years…

M&M's Character Era.

The brand was founded in 1941 as a convenient snack for soldiers during WWII. They quickly became popular with the public after the war ended.

And so their legacy began.

M&M's first introduced the Red, Yellow, and Green characters in the 1950s. Their early ads were humour heavy, featuring the M&Ms characters in funny and light-hearted scenarios.

In this era, they established their brand voice, capturing our hearts with the characters' relatable traits and hilarious interactions.

Notable ads from this era:

1998: ‘Puppets Dollars’ - Red and Yellow create a cheap commercial with puppets.

1999: ‘Green Cat Call’ – Green gets catcalled on the street (note how GOOD she looks--RIP).

M&M's Pop Culture era.

The 2010s were all about celeb endorsements and hilarious culture references. Expanding their brand universe, the M&M's characters appeared in movies and video games all over. This reinforced brand recognition and consumer loyalty.

Notable ads from this era:

2012: ‘Just My Shell’ – Mrs. Brown (still sexy) makes a hilarious Mr. President reference and Red gets naked.

2014: ‘Delivery’ – The Russian Mafia kidnaps Yellow.

M&M's Social Commentary Era.

From the 2010s until now, M&M's ads have been using humour to tackle social issues like gender equality and body image. This has sparked controversy and conversation. And this fits well with the brand's value of Togetherness.

Notable ads from this era:

2021: ‘Come Together’ - Dan Levy and the M&M’s showcase the candies' ability to unite people.

2022: ‘Meet The Parents’ – The M&M’s show us we can overcome our differences.

And that was the year we lost our sexy M&M’s (God rest their souls).

In 2023, Mars wanted to lean further into the diversity conversation. So they released candy packages that only featured the female characters.

They also introduced a new, oversized Purple M&M, to celebrate body-positivity. Kind of ironic for a candy brand, but we appreciate the effort.

Conservative media called the brand out for 'Woke-ism,' and this all ended in a rather large divide. The beloved characters took a break from their advertising following the backlash.

However, they have since returned, once again focusing on humour. And all is right in the candy kingdom.

Whether you approve of their social efforts or not, one cannot deny that they are an iconic candy brand.

M&M's have undoubtedly evolved through the ever-changing cultural landscape. And they've always maintained their brand values of Fun and Togetherness, even when dealing with serious issues or backlash.

So what can brands learn from the evolution of M&M's strategy?

• Evolve or dissolve. M&M's success and loveability highlights the importance of adapting your message to reflect the world your audience interacts with. Resonating with current trends and audience expectations is crucial.

• Humour wins. Have you ever met someone you don’t find conventionally attractive, but they’re SO funny you end up having a crush on them? That’s because humour is a powerful tool, my friends. It creates a positive association with your brand, whether you like the product or not.

• Integrate your brand into pop culture. By doing this, you aren’t only creating loyalty with your own audience. You’re utilising fan communities' audiences, too. It’s a win-win.

Well, I hope you enjoyed my very long history lesson. NO, this isn’t a random rant about my favourite candy brand.

And NO, I am not currently on the way to the store to buy some of their new Limited Edition Cookie Dough flavour.

Mind your business.

-Sophie, Copywriter