A Simple Thing That's Been Brilliantly Marketed - M and M's

Over the past decade, the folks at Mars have done an absolutely brilliant job of transforming M and M's (this blog won't let me use an ampersand, so the brand purists our there will have to tolerate this incorrect usage) from an ordinary candy to an icon brand - as powerful as any brand in the world.

They've done it using every weapon in the modern marketing arsenal. But it's really a story of crafty and consistent marketing investment behind one truly BIG IDEA that has been brilliantly executed and extended for many many years.

Here are just some of the things they've done that have leveraged the brand shrewdly.

1. Creating the animated characters: They gave the brand personality, charm and dramatically enhanced its distinctiveness. The team that originated the characters created a BIG idea that has made billions for Mars.

2. Leveraging the characters consistently over the years. They recognized a good thing and had the good sense to "keep on keeping on" despite what has probably been dozens of different executives managing the business over the years.

3. Using the power of licensing. Once the characters had established their appeal, Mars began cleverly licensing their use to build even greater brand ubiquity.

4. Opening Retail Stores. NYC has a great one. So does Las Vegas. Check one out the next time you have a chance. The NYC store is particularly brilliant due to the tremendous digital outdoor signage that is part of it and how that signage is being used to enhance the brand and draw people into the store.

5. Marketing product news on a regular basis. New colors. New things printed on the candy. Customizable candy. A "Premium" version of the basic product. The latest is Disney characters on the candy. Fun stuff that keeps the brand interesting.

6. Using NASCAR. The M and M Racing Team helps broaden the brand's appeal even further.

7. Investing in all the basics. TV. Print. Internet. They continue to throw gasoline on the fire. Smart!

I remember the brand before it became supercharged. It has taken Mars decades, but they have done a stupendous job of transforming a simple candy into an American icon brand. Kudos to everyone involved over the years!