BOC Week 9: Chocolate

With new creations come new advertisements. A product as well known, and well liked for that matter, as M&M’s would seem as though it doesn’t need any advertising at all. However, with the Holidays coming up, it appears that they would like to remain in the competition for a favorite Holiday candy. To get in the spirit of things, Mars company is celebrating with “twelve days of deals” instead of only one like other retailers. Their candy is already reasonably priced, at ten to fifteen dollars for a bag of personalized M&M’s, however they are choosing to give you an extra percentage off for each day you buy. With this extra money off, it would seem as if the company is taking a loss, but they are choosing to use this tactic in a smart way, almost forcing the customer to want to buy more.

Expanding their marketing technique from the average American to the new savvy business man is another tactic for M&M’s personalized candies. In an ad that reads, “Personalized M&M’s for business. A sweet idea to grow your bottom line”, and has the yellow and red characters saying “We’ve got all your marketing needs covered. In a tasty candy shell”. The advertisers for the company are essentially wanting the business man to save a little advertising money by spending it on the candy that will do all the advertising for them. This is really commercializing the candy in an effort to gain new customers. What other chocolate company really takes the time to market themselves to the business consumer?

The two advertising campaigns alone are able to set M&M’s personalized chocolate apart from any other company. Although, the candy itself is already different in that no other brand will allow you to put your face or business logo on a piece of chocolate. The ads allow the customer to see that this brand is for them though with the discount and the different business strategy. Imagine sitting in an office and being greeted with a bowl of M&M’s with their logo on it. Aside from being tasty, it is also a memorable way to advertise. The campaigns are advertising advertising.