Editing M&M's (section)

===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>