"I melt for no one." This from America's favorite spokes candy, Ms. Green. She speaks to the core competency of M&Ms candythe candy that "melts in your mouth, not in your hand." Today, central to the M&M candy marketing strategy are the colorful spokes candies (Red, Green, Yellow, Blue, and Orange) who are responsible for delivering the marketing message. Since its inception in 1941, M&Ms has continued to implement an effective marketing program. A subsidiary of Mars Snack food US, M&Ms has become a global competitor. The M&M brand is a global icon and represents colorful, chocolate fun to consumers around the world. M&Ms places over 50% of its media budget in TV advertisingprimarily with cable and syndication. M&Ms spent another 40% of its media budget in magazines supporting various promotions in high-reaching popular titles like People, In Style, and ESPN The Magazine. The remaining 10% supports digital promotion and sponsorship. The M&Ms interactive Web site features games, recipes, and current promotions. Visitors are invited to create their own customized character. The M&M Facebook page has nearly 500,000 fans and provides promotional and informational material every few days. M&Ms maintains three Twitter accounts: @mmsgreen, where consumers can find updates on promotions and interact with M&Ms through Ms. Green, and @RidinWithRowdy, which deals with the NASCAR racing sponsorship of Kyle "Rowdy"Busch. M&Ms merchandise stores, like the flagship store on the Las Vegas Strip, offer thousands of branded items and collectibles. M&Ms has conducted favorite-color voting around the world. M&Ms created a variety of character spokes candies dressed as characters from Star Wars, Transformers, Pirates of the Caribbean, and Zorro, all for special promotions. M&Ms also offers cross promotional Disney-themed candy in M&Ms Memorable Moments and a joint venture with Dreyer's Ice Cream. M&Ms Color works allows customers to choose candy by color, and the custom-printing option first offered in 2004 allows individuals and businesses to put their own message alongside the M&M brand. M&Ms supports the Susan G. Komen Breast Cancer Foundation through the sale of specially packaged pink and white M&Ms. M&Ms has a strong brand relationship with the Special Olympics through the "Keep Wrappers to Keep Dreams Alive" program. Each day, more than 400 million M&Ms are consumed.

1. Identify each of the communication tools being used by M&Ms.

2. What do you see as the objective(s) of the M&Ms communication strategy?

3. In what ways do you think the M&M strategy encourages consumers to take ownership of the brand? 4. How would you describe customer perception of the brand?