M&M Candy Characters: The Power of Branding
Few people are unfamiliar with the M&M candy characters. After all, how can you miss those adorable, colorful, rotund, candy-coated characters complete with the lowercase “m” emblazoned on their tummies? Not only are images of these characters prominently featured on the M & M candy labels, M&M website, and advertising campaigns, these cute characters have been widely embraced as pop culture icons. For example, each year at Halloween, trick-or-treaters head out dressed as ghosts, goblins, and – you guessed it – as M&M candy characters. These beloved characters have topped wedding cakes and have been permanently tattooed on many adult candy lovers.
The Mars candy company, the maker behind M&M candy and its iconic characters which made their television debut in 1954, has taken the brand to the fast lane by sponsoring the Joe Gibbs NASCAR racing team and racecar driver Kyle Busch. The #18 car and the team’s uniforms proudly sport the beloved characters. As the car zips around the track, the power of branding kicks in as race fans everywhere think to themselves, “Yum.”
The branding continues on the official M&M candy website where candy lovers of all ages delight in interactive games, e-cards, recipes, and other activities featuring the animated M&Ms. In fact, registered users can even create their own, custom M&M candy characters!
