Slogan Week: M & M’s

They melt in your mouth,  not in your hand.

While not the first candy coated chocolate, M&Ms are the most popular. Forrest Mars, Sr. founder of the Mars Company, got the idea for the confection in the 1930s during the Spanish Civil War when he saw soldiers eating chocolate pellets with a hard shell of tempered chocolate surrounding the inside, preventing the candies from melting.

One M was for Forrest E. Mars Sr., and one for William F. R. Murrie, President of Hershey’s Chocolate. Murrie had 20 percent interest in the product. During the War the candies were exclusively sold to the military. In 1948, the cardboard packaging was replaced by the black cellophane packaging. In the same year Mars bought out Murrie’s 20 percent stake.

In 1954, M&Ms Peanut Chocolate Candies were introduced. That same year, the M&Ms brand characters and the famous slogan “The milk chocolate melts in your mouth, not in your hand” were both trademarked.

Why does it work?

The slogan tells you exactly what it does. The intention of the product was to keep the chocolate inside from melting before you could eat it. And, it does.

Think of it as a sort of campaign promise.

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Posted on November 3, 2010, in Biz Tips and tagged , , , , , , , . Bookmark the permalink. Leave a comment.

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