Editing M&M's (section)

==Marketing==
Over the years, marketing has helped build and expand the M&M's brand. Computer-animated graphics, personification of the candies as characters with cartoon-like storytelling, and various merchandising techniques including the introduction of new flavors, colors and customizable merchandise have helped to increase the brand's recognition as a candy icon.

In 1982, the [[Mars, Incorporated|Mars]] candy bar company rejected the inclusion of M&M's in the new [[Steven Spielberg]] film ''[[E.T. the Extra-Terrestrial]]''. However, competitor [[The Hershey Company|Hershey]] took a chance with their [[Reese's Pieces]], which are similar to M&M's but contain a peanut butter filling. With the film's [[Blockbuster (entertainment)|blockbuster]] success, Reese's Pieces sales dramatically increased, perhaps by as much as 300%.<ref name="Snopes">{{cite web |url= http://www.snopes.com/business/market/mandms.asp| title=M&Ms and E.T.|website= Snopes| author1= Mikkelson, David |date=May 11, 2011 |quote=...when Mars, Inc. passed on the chance for its flagship product, M&Ms, to be the candy used in 1982 film ''E.T. the Extra-Terrestrial''. Its turn-down cleared the way for Hershey Foods Corporation to make a remarkable splash for its Reese's Pieces}}</ref><ref name="ETBust">{{cite news |last1=Flanagan |first1=Graham |title=How M&Ms Passed On The Product Placement Opportunity Of A Lifetime |url=https://www.businessinsider.com/mms-product-placement-fails-2014-6 |access-date=September 6, 2019 |work=Business Insider |date=June 17, 2014 |quote=The only reason Reese's Pieces got the lucrative product placement in the first place was because M&Ms had already refused the filmmakers permission to use its product in the film |archive-url=https://web.archive.org/web/20190205034436/https://www.businessinsider.com/mms-product-placement-fails-2014-6 |archive-date=February 5, 2019 |url-status=live }}</ref>

===Marketing campaigns===
Between 1982 and 1987, its [[slogan]] was "All the World Loves M&M's", accompanied by a TV [[jingle]] of the same name. Actor [[Joel Higgins]], then co-starring in the NBC-TV sitcom ''[[Silver Spoons]]'', co-wrote the song.<ref>{{cite web|title=BMI Repertoire Search|url=http://repertoire.bmi.com/DetailView.aspx?detail=titleid&keyid=3463069&ShowNbr=0&ShowSeqNbr=0&blnWriter=True&blnPublisher=True&blnArtist=True|website=BMI.com|access-date=February 21, 2018}}{{Dead link|date=May 2023 |bot=InternetArchiveBot |fix-attempted=yes }}</ref>

In 1990, M&M's exhibited at New York's Erie County Fair a life-size fiberglass cow covered with 66,000 M&M candies—each adhered by hand with the "m" logo on each candy facing outward. According to a website run by the cow's designer, Michael Adams, the stunt earned M&M Mars $1&nbsp;million in free publicity because it was reported on by ''[[Newsweek]]'' magazine, as well as the ''[[New York Post]]'', [[UPI]] and [[WABC-TV]], and ''[[Live with Regis]]''.<ref>{{cite web |url=http://www.behindthescenesmarketing.com/events-tshws-props/01_cow.html |title=Events – M&M Candy Cow |website=Behindthescenesmarketing.com |access-date=January 15, 2010 |archive-url=https://web.archive.org/web/20110203033725/http://www.behindthescenesmarketing.com/events-tshws-props/01_cow.html |archive-date=February 3, 2011 |url-status=dead }}</ref>

In 1995, the company ran the M&M's Color Campaign, a contest in which participants were given the choice of selecting purple, blue, or pink as the color of a new variety of M&M's. The announcement of the winning color (blue) was carried on most of the television networks' news programs, as well as the talk shows of [[David Letterman]] and [[Jay Leno]].<ref name="Luther2001"/> As part of the contest results, the company had the [[Empire State Building]] lighted in blue.<ref name="Luther2001"/> Although the financial details of these deals were not disclosed and neither was the campaign's effect on sales, one marketing book estimated that the company "collected millions" in free publicity and that the campaign "certainly" resulted in an increasing of the brand's awareness.<ref name="Luther2001">{{cite book| first= William M.| last= Luther| title=The Marketing Plan: How to Prepare and Implement it|url=https://books.google.com/books?id=mX9sCsIqMf8C&pg=PA192|year=2001|publisher=[[AMACOM]]|isbn=978-0-8144-2615-9|page=192|edition=3rd|access-date=January 30, 2016|archive-url=https://web.archive.org/web/20140627135131/http://books.google.com/books?id=mX9sCsIqMf8C&pg=PA192 |archive-date=June 27, 2014|url-status=live}}</ref>

In 1996, Mars produced Christmas-themed advertisement for the candies in which the Red and Yellow characters run into [[Santa Claus]] on [[Christmas Eve]]. Similarly to competitor Hershey's [[Christmas Bells (advertisement)|own Christmas-themed commercial]], the commercial proved immensely successful and has re-aired every December since that year, becoming their longest-running television commercial.

In 1998, M&M's were styled as "The Official Candy of the New Millennium", as MM is the Roman numeral for 2000. This date was also the release of the rainbow M&M's, which are multi-colored and filled with a variety of different fillings.{{citation needed|date=December 2023}}

In 2000, "Plain" M&M's (a name created in 1954 when "Peanut" M&M's were introduced) were renamed "Milk Chocolate" M&M's, and pictures of the candy pieces were added to the traditional brown and white packaging.<ref>{{cite news |url=https://www.nytimes.com/2000/06/29/business/media-business-advertising-m-m-mars-concludes-after-46-years-that-plain-does-not.html |title=THE MEDIA BUSINESS: ADVERTISING; M&M/Mars concludes, after 46 years, that 'Plain' does not do justice to the original M&M's candy. |newspaper=[[The New York Times]] |date=June 29, 2000 |access-date=July 27, 2016 |first=Courtney |last=Kane |archive-url= https://web.archive.org/web/20160305174015/http://www.nytimes.com/2000/06/29/business/media-business-advertising-m-m-mars-concludes-after-46-years-that-plain-does-not.html |archive-date=March 5, 2016 |url-status=live }}</ref>

In 2004, M&M's adopted the 1967 [[Petula Clark]] song "[[Colour My World (Petula Clark song)|Colour My World]]" for its TV ads, albeit using newly recorded versions with other singers.<ref>{{cite web |title= Renée Cologne: Rock 'n' Roll Housewife |url= http://www.reneecologne.com/| website=reneecologne.com|access-date=February 21, 2018| archive-url= https://web.archive.org/web/20170922150057/http://reneecologne.com/| archive-date=September 22, 2017|url-status=live}}</ref>

===Joint marketing campaigns===
In 1990, Mars Snackfood US signed up to be a sponsor for [[NASCAR]] in the [[NASCAR Cup Series]]. Drivers for the M&M's-sponsored car through the years have included [[Ernie Irvan]] (1999), [[Ken Schrader]] (2000–02), [[Elliott Sadler]] (2003–06), [[Ricky Rudd]] (2007), [[David Gilliland]] (2006–07), [[Kyle Busch]] (2008–2022, won 2015 Sprint Cup Series Championship & 2019 Monster Energy Cup Series Championship), [[Michael McDowell (racing driver)|Michael McDowell]], [[Matt Crafton]], [[Erik Jones]] and [[David Ragan]]. 2022 would be Mars final year as Busch’s sponsor. Mars has also sponsored Busch in the [[NASCAR Xfinity Series|Xfinity Series]] and [[NASCAR Craftsman Truck Series|Craftsman Truck Series]] along with Busch’s team, [[Kyle Busch Motorsports]]. Mars sponsored the 2022 NASCAR Cup Race at Pocono, titled the “M&M’s Fan Appreciation 400”. 

The introduction of the blue M&M to Australia was promoted by the [[Australian Football League]]'s [[Carlton Football Club]], which wore sky-blue colored guernseys in one of its matches in [[1997 AFL season|1997]] instead of its traditional navy blue – a color which the successful and fiercely traditional club had worn since the 1870s.<ref>{{cite web|url=http://www.carltonfc.com.au/news/2009-08-25/the-candy-man-comes-to-carlton|title=The Candy Man comes to Carlton|date=August 25, 2009|access-date=December 21, 2014| website= carltonfc.com.au| publisher= Carlton Football Club|archive-url= https://web.archive.org/web/20141221115616/http://www.carltonfc.com.au/news/2009-08-25/the-candy-man-comes-to-carlton|archive-date=December 21, 2014|url-status=live}}</ref> In 2010, Mars Snackfood Australia described it as the most successful promotional campaign it had ever engaged in.<ref>{{cite news |url= http://www.heraldsun.com.au/sport/afl/mars-backs-carlton-blues/story-e6frf9jf-1225828497647|title=Mars backs Carlton Blues|date=February 9, 2010|access-date=March 10, 2012|first=Jon|last=Anderson|newspaper=Herald Sun|archive-url=https://web.archive.org/web/20150518061800/http://www.heraldsun.com.au/sport/afl/mars-backs-carlton-blues/story-e6frf9jf-1225828497647|archive-date=May 18, 2015|url-status=live}}</ref>

In April 2005, M&M's ran the "mPire" promotion to tie in with the ''[[Star Wars: Episode III – Revenge of the Sith]]'' film release. M&M's were offered in dark chocolate varieties (regular and Peanut) for the first time after a string of ''[[Addams Family]]'' M&M's commercials.
[[File:M&M's London Soho store.jpg|thumb|[[M&M's World]] London]]
In May 2004, M&M's ran a ''[[Shrek 2]]'' promotion to tie in with the film's release. M&M's were offered "ogre-sized" (65% larger) in swamp/ogre colors. They were sold at many stores displayed in huge cardboard-cutout ogre displays. In the summer of 2005, Mars added "Mega M&M's" to the lineup.<ref>{{cite news|title=M&M's get mega-sized|url=https://money.cnn.com/2005/08/04/news/funny/m_and_ms/|work=[[CNNMoney.com]]|date=August 4, 2005|access-date=June 14, 2008|archive-url=https://web.archive.org/web/20080908120321/http://money.cnn.com/2005/08/04/news/funny/m_and_ms/|archive-date=September 8, 2008|url-status=live}}</ref> These candies, at 55% larger than the traditional M&M's, were a little smaller than the ogre-sized version. They were available in Milk Chocolate and Peanut varieties. The colors for Mega M&M's were changed to less-bright colors, ostensibly to appeal to older consumers: teal (replacing green), beige (replacing orange), maroon (replacing red), gold (replacing yellow), blue-gray (replacing blue), and brown.
[[File:MandM Times Square.JPG|left|thumb|220px|Outside of [[M&M's World]] in [[Times Square]], [[New York City]]]]
In July 2006, Dark Chocolate M&M's reappeared in a purple package, followed in 2007 by Dark Chocolate Peanut M&M's. Also in 2006, the company piloted White Chocolate M&M's as a tie-in with their ''Pirates of the Caribbean'' promotion. The company also offered eight new flavors of M&M's via online sales, as well as at [[M&M's World]] locations: "All That Razz"; "Eat, Drink, & Be Cherry"; "A Day at the Peach"; "Orange-U-Glad"; "Mint Condition"; "AlmonDeeLicious"; "Nut What You Think"; and "Cookie Monster". Mars also released a "Crispy Mint" variety in Australia that year.

[[File:Kyle Busch, 2013 STP Gas Booster 500.JPG|thumb|right|The M&M's sponsored [[NASCAR]] [[stock car]] driven by [[Kyle Busch]]]]
Also in 2006, M&M's became the official chocolate of [[NASCAR]].

In 2007, M&M's introduced a limited-edition raspberry flavor called "M&M's Razzberry Chocolate Candies".

Also in 2007, M&M's produced a 50-foot, smiling Lady Liberty M&M statue to kick off a campaign encouraging Americans to create their own M&M characters at mms.com. The website allows for people to log in and create their own character from scratch. They can choose features such as the color, shape, hair, and accessories.

In 2008, two limited-edition varieties of the candy were introduced – "Wildly Cherry" M&M's, and, as a marketing tie-in with the film ''[[Indiana Jones and the Kingdom of the Crystal Skull]]'', "Mint Crisp" M&M's.

M&M's also introduced another new product called "M&M's Premiums" in 2008. They come in five flavors – chocolate almond, mint chocolate, mocha, raspberry almond, and triple chocolate (milk, dark, and white chocolate), which are sold in small upright cartons with a plastic bag inside. M&M's Premiums do not have a candy shell, but are coated with [[carnauba wax]] and color. Dark chocolate was added in 2009, replacing mocha.

During the summer of 2008, My M&M's launched "Faces," which allows consumers to print the faces of loved ones on M&M's chocolate candies at mymms.com.

In February 2009, M&M's launched the "M&M's Colour Break-Up" promotion in Australia, where M&M's were sold in separate packs (one for each color): the packs included a code to win prizes.<ref>{{cite news|title=M&M'S Color Break Up|url=http://www.colourbreakup.com.au/html/default.aspx|publisher=Mars|date=February 18, 2009|access-date=February 18, 2009|archive-url=https://web.archive.org/web/20090228205617/http://www.colourbreakup.com.au/html/default.aspx|archive-date=February 28, 2009|url-status=live}}</ref>

In summer 2009, M&M's launched a limited-edition "Strawberried Peanut Butter" variant to tie in with the release of ''[[Transformers: Revenge of the Fallen]]''. In addition, M&M's launched a limited edition "Coconut M&M's", which became a permanent item in 2010.

[[File:M&M's World Las Vegas.jpg|right|thumb|224px|[[M&M's World]] on the [[Las Vegas Strip]]]]

In early 2010, M&M's Bare All were released as part of a competition in Australia and New Zealand.<ref name="FavoriteNude">{{cite web |last1=Liebig |first1=Jason |title=Nude M&M's?!? – A pair of my favorite Australian candy packages |url=http://www.collectingcandy.com/wordpress/?p=1518I |website=CollectingCandy.com |access-date= September 6, 2019 |date=February 28, 2012}}</ref><ref>{{cite web |url=http://m-msbareall.com| title=M&M's Bare All |website= m-msbareall.com |archive-url= https://web.archive.org/web/20100127202211/http://m-msbareall.com/ | date=January 27, 2010| archive-date=January 27, 2010}}</ref> M&M's Bare All winning packs were ordinary M&M's, but without colored shells. An official website was launched, along with television advertisements.<ref name="AdeeveeAu">{{cite web| url= http://www.adeevee.com/2010/01/mars-chocolate-australia-mms-bare-all-promo/ | title= Mars Chocolate Australia M&M's: Bare All| website= Adeevee.com |date= January 11, 2010| access-date= September 6, 2019| archive-url= https://web.archive.org/web/20160511023112/http://www.adeevee.com/2010/01/mars-chocolate-australia-mms-bare-all-promo/| archive-date= May 11, 2016| url-status= live}}</ref><ref name="BareAllVideo">{{cite web |url= https://www.youtube.com/watch?v=tBuawrwDKDQ  |archive-url=https://ghostarchive.org/varchive/youtube/20211212/tBuawrwDKDQ| archive-date=2021-12-12 |url-status=live| title=M&M's - Bare All web footage (2010, Australia) |date=April 7, 2019 | via = YouTube |format=Video}}{{cbignore}}</ref> In April 2010, M&M's launched a new Pretzel variety.<ref name="PretzelAnnouncement"/> In November 2011, Mars released a limited edition M&M's Cinnamon Milk Chocolate for Christmas.<ref name="Cinn_Review">{{cite web |title=Review: Cinnamon M&M's |url= https://www.theimpulsivebuy.com/wordpress/2011/11/03/review-cinnamon-mms/ |website=The Implusive Buy |access-date=September 6, 2019 |date=November 3, 2011 |archive-url= https://web.archive.org/web/20190326213103/http://www.theimpulsivebuy.com/wordpress/2011/11/03/review-cinnamon-mms/ |archive-date=March 26, 2019 |url-status=live}}</ref>

About the time Pretzel M&M's came out, the M&M's wrapper designs in the US were redone from the design used from 2004 to early 2010.<ref name="PretzelAnnouncement"/>

In 2012, M&M's released two new Dark Chocolate flavors: Raspberry and Mint. Also that year, M&M's released a White Chocolate flavor for the Easter season. From May 30, 2012, onwards, M&M's will be launched in [[Macau]]. In 2012, Peanut M&M's were produced in the UK in a limited edition "Red, White and Blues only" pack, in connection with the country's Diamond Jubilee and [[2012 Summer Olympics]]. The "M" remains white on the white candies. The commercial advertising this promotional package had Yellow donning various outfits of British stereotypes to try to get into the limited edition pack. Similarly, to promote the [[2014 FIFA World Cup]] in the UK, Peanut M&M's were produced in a pack that contained only green, yellow, and blue candies, to reflect the colors of the flag of Brazil; these were dubbed as limited-edition "Brazilian M&M's" in the accompanying commercial. "Brazilian M&M's" were re-released in 2016 to promote the [[2016 Summer Olympics]], but were available in both Chocolate and Peanut.

In 2013, M&M's launched the "Better with M" campaign, which included cause-related marketing. The campaign worked with [[Habitat for Humanity]] and encouraged fans to use a Facebook app to volunteer at the various sites where the homes were being built.<ref name="csn">{{cite web|url=http://www.csnews.com/mm%E2%80%99s-launching-better-m-marketing-campaign?sort_by=search_api_relevance|title=M&M'S Launching 'Better With M' Marketing Campaign| website= csnews.com| access-date=March 22, 2016|archive-url= https://web.archive.org/web/20170510214401/http://www.csnews.com/mm%E2%80%99s-launching-better-m-marketing-campaign?sort_by=search_api_relevance|archive-date=May 10, 2017|url-status=dead}}</ref> The advertising campaign was one of the largest that Mars had ever executed.<ref name="csn"/> The 2013 "America Better With M" initiative sought to provide money directly to Habitat for Humanity through offering limited versions of M&M's in red, white and blue.

Since 1988, specially designed packages of red, white and blue [[Presidential M&M's]] have been given as souvenirs to guests of the [[President of the United States]]. One side of the box features the [[Seal of the President of the United States|presidential seal]] and the signature of the current president; the other side includes an M&M's character flying the American flag. A common misconception is that every candy is stamped with the presidential seal; however, some U.S. embassies around the world do offer M&M's stamped with the [[Great Seal of the United States|seal of the United States]].

[[M&M's World]] specialty shops have been established in some locations, including Las Vegas, Orlando, New York, London, and Shanghai.

Several [[List of M&M's video games|M&Ms-themed]] video games have been created. The first was ''M&M's The Lost Formulas'', released on September 28, 2000.

===Related brands===
Related candy brands from Mars include [[Galaxy Minstrels|Minstrels]], [[Revels (confectionery)|Revels]], [[Skittles (confectionery)|Skittles]], and [[Treets]].