The film has Laurel and Hardy. IT has William Hewlett and Dave Packard. The music Marvin Gaye and Tammi Terrell. And confectionery Red and Yellow. The duo plays the infernal band leaders to M & M's for over forty years. Each with a well defined partition.
Is a yellow M & M's Peanut, rather large and oval and plays the role of the great simpleton. Red is an M & M's Chocolate, round and flat as his accomplice. More confident in himself that he is not the last joke. On the stomach, they display the "m" emblematic of the brand, it has adopted to distinguish many copies.
"Red and Yellow are inspired by the great duos of the cinema. They embody the values of sharing, "said Anne Geisert, marketing director of Mars Chocolat France. And are the only spokesperson for the brand: they are present in all advertisements for M & M's – movie theaters to Facebook – and on the packaging of its products. They are also found in the four stores M & M's store that the company has opened in the United States and England.
But the predominant role in the communication of M & M's is recent. Red and Yellow owe their current media exposure to Paul Michaels, president of the group in March, which decided in 1995 to institutionalize their presence to differentiate themselves from competition advantage. A choice that will propel the brand awareness to new heights.
Red and Yellow are then nearly twenty-five years. They were created in 1971 by agency BBDO, which advises the brand yet today. The advertising agency is based on the faces pressed on the balls of M & M's in advertising in 1954 easy pay day loans. It's been thirteen years since then sells Forrest Mars, United States, these candies he developed after a trip to Spain during the civil war: the soldiers were accustomed to sugar coat their chocolates to prevent them based with heat. In the late 1960s, Mars adds color to coatings of M & M's, paving the way for Red and Yellow, heads of a band that has grown now to Green, Blue, Orange and, last year, Miss Brown.
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Their role was also instrumental in the internationalization of the brand. "M & M's arrived in France in 1975, initially colorless," says Anne Geisert. Tradition requires the group in March, the balls have special names internationally – Bonitos for version as chocolate, peanut Treets for the option. "In 1986, a reflection on the characters is open for reasons of overall effectiveness. It also came with the name issue, "explains marketing director of Mars Chocolat France. Bonitos and Treets become M & M's Chocolate and Peanut M & M's. With this change, comes as the color, which conveys the brand values: "There are those who seek the red, those who make little piles: the color has installed rituals, it is an attribute of sharing and fun" , observed Anne Geisert.
Today, France regained the lead in the history of M & M's. Red and Yellow have recently been sighted in the Fatal spot to launch M & M's Intense, a new momentum in France specifically to address the market for 50% of French people who only eat dark chocolate. If successful, the product could be launched in other markets. By Red and Yellow, of course.