M&Ms Marketing Strategies: Creating an Everlasting Candy Experience

M&M’s! ?

Everyone’s favorite candy to nibble on. I mean EVERYONE when I say “everyone.” ?

A bowl of M&Ms and an episode of FRIENDS ?+?. What could be better than this? How did we all fall in love with these tiny drops of chocolatey heaven? ?

Let’s go ahead and find out, shall we❔

About M&Ms ?

M&M’s are chocolate buttons that come in different colors. Each one has the letter “m” in lowercase on it. (m&m’s)

The idea for candy-coated chocolate came from a way soldiers in the Spanish Civil War (1936–1939)? kept chocolate from melting when they carried it in hot weather☀️. 

This is reflected in the company’s phrase, “The milk chocolate that melts in your mouth, not in your hand.” ?

The chocolate flavor is the same in every hue of M&M, despite popular misconception to the contrary.

History of M&Ms ?

Forrest Mars, Sr, The first M in M&Ms, is said to have visited Spain during the Spanish Civil War (1936–1939) and seen soldiers eating miniature chocolates with a hard, sugary covering that kept them from melting. 

This inspired him to come up with his own recipe for hard-coated chocolate pellets.

He partnered with Hershey after pitching his proposal?.

M&M®, Ltd. commenced production in Newark, New Jersey, and sold its first M&Ms® that year.

They were distributed in cardboard tubes to the military as a snack that could survive diverse climates. WWII soldiers ate these treats. M&Ms were commonly available by the late 1940s.

The classic saying “It melts in your mouth, not in your hands” was patented in 1954. In 1981, space-shuttle astronauts took M&Ms with them to space to binge on them.

Marketing Strategies of M&Ms

Let’s take a closer look at the marketing strategies M&M use to get us to buy their chocolate buttons and make us crave them over and over again?

  • Colorful Characters?

M&M is famed for its bright and whimsical figures, such as the “Red” and “Yellow” M&M characters, who have become widely recognized. These characters have achieved legendary status and are now featured in a variety of advertising campaigns. 

M&Ms builds a powerful brand identity and an emotional connection with customers by utilizing the personalities and traits of these characters in its advertising and promotional materials.

  • Targeted Advertising?

M&Ms employ targeted advertising to maximize the efficacy of their marketing campaigns by reaching out to specific demographic groups. M&Ms tailor its commercials to resonate with different sectors of its target market by conducting research on customer data and preferences and then using that information. 

This strategy helps M&Ms provide more tailored messages, which in turn increases the likelihood of gaining new customers and keeping the ones they already have.

  • Sponsorships?

M&Ms has also used sponsorship options to raise brand awareness and communicate with a more extensive audience. The company has been recognized as a sponsor for a wide variety of occasions, including award shows, movie premieres, and sporting competitions. 

M&Ms improves its brand image and provides consumers with experiences they will remember by associating itself with high-profile events and capitalizing on the popularity of its platforms.

  • Digital Marketing?

In order to reach its target demographic in the modern day, M&Ms has turned to online advertising. Facebook, Instagram, and Twitter are just a few of the channels where the company interacts with its audience and where it promotes its wares. 

Influencer marketing is another strategy M&Ms uses to promote its products and get people talking about them online. 

To further expand its digital footprint and pique the interest of its target audience, M&M’s employs strategies like online advertising, email marketing, and interactive website experiences.

  • Limited Editions ❗

Throughout the year, M&M’s introduces new seasonal and limited edition varieties. Consumers are more likely to try new flavors and acquire limited editions if they are made aware of and look forward to them.

  • Packaging <3

The bright colors and eye-catching layout of M&M’s packaging make the candy brand’s products easy to spot in a store. In order to make it simple for customers to pick out their favorite flavor of M&M’s, the company designs packages that stand out from the competition.

Top Products of M&Ms

Although M&Ms are delicious in any form, there are a few varieties that stand out above the rest. Read to know. 

⚠️: You may feel compelled to run out and buy a bag of M&Ms after reading this. 

  • Pretzel M&Ms ?

A delicious blend of crunchy pretzel bits and a candy shell that is wrapped in velvety milk chocolate. The perfect harmony of sweet and salty flavors results in a delicious snack.

  • Caramel M&Ms ?

These M&Ms have a decadent and smooth caramel center, which is encased in a candy shell that’s been coated in milk chocolate and has a crunch. They have the consistency of traditional M&Ms while providing a delectable caramel flavor.

  • Peanut M&Ms ?

The classic M&M candy, with a roasted peanut embedded in the core, is covered in a candy shell of assorted colors and a coating of silky milk chocolate. A tasty confection with a widespread appeal and a high potential for addiction is produced when nuttiness and chocolate are combined.

  • Almond M&Ms ?

Milk chocolate and the iconic candy shell come together in the form of Almond M&Ms. Almonds add a pleasant crunch to the iconic M&M, contrasting nicely with the chocolate’s smoothness.

  • Milk Chocolate M&Ms ?

These are the first-ever M&Ms. These beautiful candies have a silky milk chocolate center covered in a candy shell. They’re always a hit because of their eye-catching hues and deliciously creamy consistency.

M&Ms’ Marketing Mix / 4 Ps of M&Ms

Using the 4 Ps, businesses may plan out the most important aspects of their marketing strategy.

Product, Price, Place, and Promotion are the original “4 Ps” of marketing. 

Let’s check them out!↷

  • Product

M&Ms are a favorite around the world because they come in so many different colors, flavors, and fillings. Customers can create their own bundles with a variety of chocolate, nuts, fruits, herbs, and spices and choose from three different sizes.

  • Price

M&M candy’s low mass-market prices make it appealing to consumers of all ages. However, the demand for certain sweets and the rarity of others cause their costs to rise. In order to attract clients at cheaper prices, promotional pricing strategies like seasonal promotions and incentives are implemented.

Prices vary by region to meet demand, and custom M&M candy packs come in a variety of price points and package configurations.

  • Place 

M&M’s candy has captivating packaging that is bright and colorful to attract buyers, especially kids. Convenience stores, workplaces, and retail outlets all benefit from the company’s placement of candy jars and vending machines. 

M&M candies are widely available all over the world thanks to a well-established supply chain and a system of local distributors. 

In addition, beginning on the Las Vegas strip, the company’s confectionery stores provide memorable experiences for young customers. In order to increase confectionery sales, packaging is crucial.

  • Promotion

Children love the lovable mascots who appear in TV and print commercials for M&M sweets. The characters in the movies are perfect ambassadors for the sweets because their personalities and preferences are in sync with the product offers.

Increased brand recognition and loyalty can be achieved through partnerships with NASCAR and the provision of gifts for children. 

Celebrity endorsements, such as those of Billy West and Vanessa Williams, boost sales. M&M’s successful marketing mix also includes comedic TV advertisements and a big presence on the Internet.

M&Ms’ Top Campaigns

Some M&M’s marketing initiatives have become excessively popular because of how well-known they are. Let’s get our heads around these efforts and find out more. ⤵️

Melts in Your Mouth, Not in Your Hands ✋

The campaign highlights M&Ms’ hard candy shell, which stops them from melting on your hands. They are easier to consume and less messy than other chocolates.

M&M’s Super Bowl Commercials ⚽

M&M’s commercials for the Super Bowl have featured the candy characters in funny and amusing situations. M&Ms’ advertisements bring people together and melt in your mouth.

Better with M ?

M&M’s irresistible chocolate makes moments more enjoyable and tasty in Better With M. Better With M’ is M&M’s biggest marketing campaign.

Roy Benin said, “The ‘Better With M’ story is delivered through our colorful spokes candies, whose irresistible chocolate always makes moments even better – be they watching the Super Bowl, baking cookies, gathering the family together for a movie, or even tailgating.”

Find Red ❤️

Mars launched Find Red in November 2010 to challenge Torontonians to find hidden M&Ms using Google Street View. For the Google Street View photo car, they hid red M&Ms in thirty Toronto street-level windows months earlier. Thankfully, three M&Ms made Street View.

 The Find Red website gave individuals 30 days to find all three M&Ms using suggestions on Facebook, Twitter, Foursquare, and the site. Winners receive M&M-shaped red Smart Cars.

Color Meanings ?

This campaign highlighted each color’s unique personality traits, like Red’s confidence, Yellow’s humor, and Green’s allure. It was a hit with people who found it fun and fascinating. 

Key Takeaway ?

M&M’s success comes from not targeting an audience. They made something everyone can appreciate. It’s one of the best reasons to succeed in this competitive environment. Also, their variety. There is something for everyone. Thus inclusivity must be prioritized. 


Are M&Ms gluten-free?

M&Ms does not say that they are gluten-free and do not have a sticker that says they are. Still, many of their sweets are safe for people with Celiac disease or who follow a gluten-free diet.

How did M&Ms come up with the famous “M&M’s” figures?

The company that makes M&M’s, Mars, Inc., made the well-known “M&M’s” figures, also called “M&M’s characters” or “mascots,” as part of its marketing and brand-building efforts. The characters were made to make the name stand out and be easy to remember.

Do M&Ms provide any nutritional value, or are they just a sugary indulgence?

M&M’s are largely regarded as a sugary treat rather than a substantial source of nourishment. Even though M&Ms have some small amounts of nutrients, they are usually eaten in such small amounts that they don’t have much of an effect on nutrition.

Do M&Ms come in limited edition or holiday flavors?

Yes, M&Ms frequently make limited edition and holiday tastes, such as peppermint, pumpkin spice, or even distinctive colors and patterns to commemorate important occasions.


Collins, E. (2022, September 7). Are M&Ms Gluten-Free? (FIND OUT HERE!) – Meaningful Eats. Meaningful Eats. https://meaningfuleats.com/are-mms-gluten-free/

M&M’s “Find Red.” (n.d.). https://jonruby.carbonmade.com/. Retrieved June 4, 2023, from https://jonruby.carbonmade.com/projects/6098964

North America, M. C. (n.d.). M&M’S® To Prove Moments Are “Better With MTM.” M&M’S® to Prove Moments Are “Better With MTM.” https://www.prnewswire.com/news-releases/mms-to-prove-moments-are-better-with-m-186783321.html

M&M’s – Wikipedia. (1941, September 10). M&M’s – Wikipedia. https://en.wikipedia.org/wiki/M%26M’s

MoMA | Forrest Mars. M&Ms. Late 1930s. (n.d.). MoMA | Forrest Mars. M&Ms. Late 1930s. https://www.moma.org/learn/moma_learning/forrest-mars-mms-late-1930s/#:~:text=In%201940%20Mars%20made%20his,M%26Ms%C2%AE%20went%20on%20sale.

Team, M. S. (n.d.). M&M’s Marketing Strategy & Marketing Mix (4Ps) | MBA Skool. M&M’s Marketing Strategy & Marketing Mix (4Ps) | MBA Skool. https://www.mbaskool.com/marketing-mix/products/17452-mnms.html

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