Mars Snackfood U.S. has a new look for M&M's, targeting women specifically. Which makes us wonder -- why don't more products talk to their customers' needs, and not just product features?
Here's why Mars is brilliant.
1. Women love chocolate. The green M&M's packaging reflects the whimsy of craving right back at the target audience. It looks feminine and fun.
2. Most candy packaging is an ugly commodity. Look at the gas station register and you'll see a sea of Hershey brown and orange. Green pops out of the clutter.
3. Ah, urban legend. Since the 1970s, word has circulated that the little green candies give your love engine extra juice. We can't say this is true, but we're tempted to give chocolate a try. You can just see Mars hoping the urban legend goes viral.
4. Most candy messaging is about the product inside -- more chocolate, nuts, whatever. The image of Ms. Green, the little green M&M, talks about the customer. She has luscious lips, big eyelashes, but hey, she's round. Anyone will feel svelte compared to her curves. Which offsets the guilt at popping more chocolate. Little Ms. Green is our craving for chocolate and sex personified.
Mars, nicely done. We hear your green chocolates with sex will be on display through Valentine's Day. Please consider an extension.
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