I have done this site especially for Stephen Mills Badger
in order to visit thishousewillexist.org
Sorry for my poor english
Stephen is son of Jacqueline Mars
Jacqueline Mars is the daughter of Forrest Edward Mars, and granddaughter of Frank C. Mart, founders of the great American candy company Mars, Incorporated. With its share of the company amounting to 14.0 billion U.S. dollars is the 58 th richest person in the world and the 19th richest person in America according to Forbes, she is also the fourth richest woman in America.
M & M - history and strategy
The Mars company's history began in 1911 when Frank and Ethel Mars candy company built its in the town of Tacoma, Washington (USA). Subsequently, the company was called Mars Inc.
Frank Mars in 1922 established the first candy bar: "Milky Way", with a heart of nougat. The original idea was to produce a product version of chocolate malted milk could carry on the road. Mr. Mars opened, six years later, his own confectionery plant in the city of Chicago. And in 1930 introduced a new brand: the first Snickers candy bar.
Forrest Mars (son of Frank Mars) left the country after a disagreement with his father and left for England. There, the young Mars established its pet food business Mars Confections. Like all visionary, young Mars was a potential business in the pet food. Has been considered one of the pioneers in the development of the animal feed industry (Pet Food), through the use of modern techniques of production and nutrition research.
But Forrest Mars not only had vision for food animals, and at the time of World War II, at the age of 27 years (1940), started in the business of food for human consumption. In Europe, the Milky Way bar was known as the Mars bar.
Back in the United States in 1941 Mars was associated with Bruce Murray (co-chair of Hershey Chocolate Company) to create a new firm: M & M Ltd., based in Newark, New Jersey. In that same year, the company launched a novel new candy or chocolate candy called M & M's. Forrest Mars The idea came from his observations on the old continent, producing a small chocolate and sweets to give a protective layer to prevent the chocolate melts. Over the years, the multi layer red or yellow would be the hallmark of the M & M's.
Mars, the candy's name
In 1964, back with his family, Forrest Mars was merged with the family candy business, Mars Inc., which already has a new factory in Veghel, Holland. Along the way, Mars Inc. introduced the rice brand Uncle Ben, which became the first company to apply modern production techniques to parboiling in large scale to produce a "long grain rice."
The result of the merger between M & M Mars Inc. candy produced some of the favorite of several generations of Americans. Upon retiring Forrest Mars, the business passed to their children. Among the current Mars family are: brothers Forrest Mars Jr., the current president and CEO John Mars and, finally, his sister Jacqueline Mars Vogel.
Mars has grown from a candy company valued at $ 300 million in 1970 to 14 billion dollars today. One of the important factors contributing to this success, beyond the great taste of candy, was the fact that Mars brands were always available to the public when and where these consumers want to buy it.
In this sense, distribution channels occupied a central place in the company policy. Any average American could find their favorite treats Mars-like M & M's, Milky Way (bar fills), snikers and Twix, both in the grocery store in the big city as in the last station in a town isolated in the desert Mojave, California.
Today, Mars products are consumed in over 100 countries, and Mars Incorporated company has factories and offices in over 60 countries around the world. Mars Inc. The portfolio includes the following categories: snacks (candy, sweets and candies like Skittles and 3 Musketeers), pet food (Pedigree, Cesar and Sheba Dog, Kitekat, and Brekkies Whiskas cat) food consumption man (Uncle Ben's, Country Inn, Dolmio, ExQuisine), appliances (automated payment and distribution of beverages (as Klix and Flavia).
M & M's
The M & M born from the idea of making Forrest Mars candy or sweet milk chocolate. The original concept was to sell chocolates to resist the passage of time, including the dreaded summer. Keep in mind that the stores 40s hindered the sale of chocolates during the summer due to heat deteriorated goods.
The taste of M & M's original consists of the following ingredients: milk chocolate inside, coated with a layer of colored sugar. While the candies of M & M's were born as a mass product, the chocolate that tastes as composed the finest chocolates. But beyond the taste, appearance of the M & M's has a fundamental weight, given the variety of colors (red, yellow and green) of the coverage that surrounds the sweet. Today, although others have these same qualities candy, M & M's is a registered trademark and has become an icon. In 1948 there were changes of product packaging: original container (a cardboard tube yellow with brown points) was passed to the paper format, as is known in today.
The growth of Mars as a company and the wide acceptance of M & M's by the consumer led to the diversification of varieties of M & M's, such as M & M's Peanut Chocolate (1954), or the M & M's classic peanut coated with a thin layer of chocolate and milk into a top layer of sugar. With respect to the container, the chocolate peanut M & M's is packaged in brown paper with white letters.
Returning to the mark M & M's, late 80's new members joined the family of emes. In 1988 it was the turn of M & M's chocolate almond and in 1989 introduced the variety of mint. For 1992, both varieties had reached the entire U.S. market.
Regarding the chocolate peanut variety, in 1990 the brand launched a variety of milk chocolate peanut M & M's, made from peanut butter cream with chocolate milk and its corresponding layer.
For smaller, designed to Mars in 1996, the M & M's minis, which are similar to the M & M's classic but in a smaller size. The last variety was incorporated M & M's Crispy Chocolate, chocolate candy crunchy with a container which is noted for its blue color.
Strategies: "The chocolate does not melt"
The name M & M's means "M & M", clearly referring to the initials of the founding fathers of the product: Forrest Mars and Bruce Murray. While there was always a discussion about the origin of the singular idea of the M & M's, among the most famous stories are: firstly, the notion that existed before a similar product (the brand Smarties Rowntree) and on the other Forrest Mars, would have been inspired by seeing a small Spanish soldiers eating chocolate pellets during the Spanish Civil War. The truth is that the product was patented on March 3, 1941.
According to experts, during the Second World War the U.S. government established the chocolate product as a raw material that had to be rationed. " Of course, for all firms was not the same as in the case of Hershey (the main competitor of M & M Ltd.), which was a supplier of the military. In any case, the union of Forrest Mars and Bruce Murray raw material was assured. Forrest Mars, with its new M & M's, set out to conquer the U.S. market. But before you convince the consumer had to convince dealers that accept the brand new M & M Limited. To this end, M & M's were sold loose and packaged (cardboard yellow tube). Mars decided to sell the M & M's loose a comfortable glass vases containing the logo of the brand. This coincided with the first advertisements for M & M's, which were ads.
Then came the packaged product in his classic brown package with M & M's logo in white letters. As the same Forrest Mars, the M & M's brand was also innovative in their advertising. As an example it suffices to mention the ad at the back of a matchbox. The copy read "M & M's chocolate. With cover closed before it melts. " This announcement was aimed at soldiers of the troops (one should think that before a consumer product, the brand was positioned to the army as "a tube with chocolates in the food rations", to which was added to the track restriction on the chocolates).
And so, between all the equipment the soldiers carried the war (WWII), they also carried M & M's. Mars brand was positioned (in this case for the military) as the most convenient snack that traveled or resisted well in any climate.
After the war, this would be one the best attributes of sale for the M & M's, so much so that the term "non-melting" would be used for decades and would be remembered for generations. It should be mentioned that in the postwar period, when M & M's came out, the air conditioning system was not in business or at home.
M & M's on TV: "The milk chocolate melts in your mouth, not in your hands"
M & M's candy was the favorite among younger consumers. The big problem was that these customers do not have money to buy it. Thus Mars, Visionary of the modern marketing techniques, product communication directed to mothers and from there came the message: "The milk chocolate melts in your mouth, NOT in your hand" (The milk chocolate melts in your mouth, not in your hands.) This message appeared in 1952 and was created by Rosser Reeves, the editor who joined the agency Ted Bates & Co. in 1940.
Today, Rosser Reeves is considered one of the fathers of modern advertising. On the one hand, his concept "Unique Selling Proposition" or UPS (Unique Selling Proposition), which means that every ad must make a unique proposition to the consumer, something the competition can offer. And, because the same Reeves was the first venture into television with the presidential campaign of Dwight Eisenhower.
While advertisements for M & M's were patterned in major magazines, the brand is known for being one of the first goodies (snacks) to appear on TV. The first television commercial for M & M's would, in 1954, entitled "The milk chocolate melts in your mouth, NOT in your hand."
The theme of "clean hands" would position the image of M & M's first, beating as "favorite candy" to its main competitor, Hershey. In addition, Ted Bates & Co. would not sit back, small agency based in New York would get a profit of $ 130 million for 1960.
For generations of American M & M's was always "the candy that melts in your mouth not in your hands." This position made the simple snack into a classic of all time. Slogan was never so clear in communicating the brand attributes. For consumers, this meant that the M & M's were resistant to heat and humidity of summer seasons. In turn, some of the greatest benefits for these first generation of parents was that "kids could eat all the goodies of Mars without having to soil their clothes."
Candy icon
When Forrest Mars returned with his family to Mars Inc. in 1964, took over the presidency of the company. At that time, Mars Inc. already had an astronomical sum of 30,000 people and had offices in major markets. Mars Inc. had already established brands in the market, namely: Milky Way, Snickers, Dove (ice cream), Combos and Twix (snacks), Kal Kan and Pedigree (dog food). But without doubt, the flagship product was Mars Inc. M & M's, small and colorful milk chocolate candies.
From his TV presence, the brand came with his message to almost all U.S. consumers. On the other hand, the same history of M & M's is closely linked with the history of life of millions of consumers, bearing in mind that M & M's was perhaps "one of the first treats of millions of young American consumers," who I remember the brand associated with their childhood experiences. On the other hand, outside the United States M & M's are seen as "an American icon, like Coca-Cola or McDonald's. M & M's candy is typical "American."
M & M's also part of important moments in U.S. history. Just as at one point was the Second World War, the candy M & M's then entered the space age: in 1981, the Mars Inc. candy joined the list of food from the NASA space shuttle.
The image M & M's also gained fame by becoming the official sponsor of the Olympic Games in Los Angeles in 1984. M & M's also visited the White House as a gift and as the star of the Easter egg hunt in the park at the government house. For the latter occasion, each guest is carrying exclusive M & M packages customized for each president.
The image of M & M's
The development of the image of M & M's, historically, was in charge of the network Bates. Ted Bates & Co. was the creator of the famous slogan become a classic of the mark M & M's (the aforementioned "The milk chocolate melts in your mouth, NOT in your hand"). But M & M's is not the only brand of Mars Inc. and due to the large number of brands it owns the company, new agencies emerged.
Under the heading snacks, globally, between the existing agencies that serve the brand communication Mars are the network BBDO (M & M's and Snickers), and the network Grey (Starburst, 3 Musketeers and Twix) and the agency DMB & B ( D'Arcy network today). The creative work of DMB & B, based in St. Louis, was very important for both the M & M's brand to Twix Candy Bars, especially in the category of television commercials, where he won several Clio awards.
The ads were always candy "explanatory", that is, showing why consumers should buy the product. It was so for M & M's, it had been the quintessential rule of thumb (in general, this concept was applied to the entire category of candy). But this category was also an ideal place to use the tone of humor. Communication M & M's, including its sympathetic characters, had become too flat. In that sense, the message of "clean hands" is more like a cleaner home than a treat.
During the 80s, the company tested new marketing strategies for the classic M & M's, special packagings launching the Christmas and Easter seasons. In the same decade appeared the characters "Red" (Red) and "Yellow" (yellow) in various merchandising products, from plush toys, collectible lamps or cans up handsets with the body of the characters. Also during the '80s, the mark M & M's made a significant international expansion, reaching new markets in Europe.
The characters of M & M's: Red, Yellow, Blue and Green
The image of the classic M & M's to take a new direction from the onset of BBDO, although the change had begun the same executives of the company before the arrival of the agency. At this point it is necessary to appoint two figures: Paul Michaels and Perter Littlewood, director of franchising and marketing director of M & M's / Mars, respectively.
In 1994, sales for the big candy market had declined in both department stores, drugstores and merchandising. For M & M's sales fell 12.4 percent in that year.
Behind the new commercial for M & M's launched from that year, BBDO was creativity. The agency, based in New York, also took over another classic image of Mars, Snickers.
In regard to BBDO, the main figure behind these important campaigns was Charlie Miesmer, which at that time was vicechairman and executive creative director of the agency. In turn, for the realization of these commercials BBDO worked with major animation studios such as Will Vinton Studios.
Mars organized in 1995 a large vote among Americans, they should "vote for a new color" to appear in the traditional M & M's. Rated Among the colors were pink, purple and blue. Finally, the Blue won over 54 percent of the votes, a total of 10 million votes.
Finally, in 1996 made their debut on U.S. television screen animated 3D characters of M & M's: "Red" and "Yellow." It is worth mentioning that these cute characters won over television audiences. Separately and together, Red and Yellow interacted with humans. Basically, the main theme of these two characters was how to escape his destiny: to be just a vegetable.
Humorous, the ads showed a Red and Yellow to face different situations and participating in new adventures each time. Beyond the special effects (in this case three-dimensional computer animation), a very important element for the continued success of the ads was made up of juicy dialogue and conversations that keep the characters.
In turn, the continuity of the various advertising created by BBDO allowed to establish personality traits for each M & M's. For example: Yellow is a more naive and silly, it does feature a character more likable and also easy prey for humans. Red, however, is who almost always "knows all" and a little tougher than his fellow Yellow. The newest member of the family of M & M's, Blue, is the smartest of all, it almost always gets its way, as shown in the latest commercial for M & M's Crispy played by the actor Stephen Baldwin.
The commercials for M & M's have become a staple of American television. They were also ruled in different countries, so that the animated characters of the mark turned the planet. The first campaign launched in 1996, reached the first position in the ranking every year made the USA Today. Among the most memorable commercial is part Switch (created by BBDO in 1999) and the commercial Optometrist, which was a distinctive merit award in the Big Winners of the Andy Awards 1999. In relation to the characters, the M & M's have become almost more famous than or the same rebel Mickey Mouse or Bart Simpson. The last person who joined the family of M & M's was "Green" (green) in 1997.
The main feature of Green, unlike its peers, is to be a female character. Green only appeared in commercials and in the United States, the female character of M & M's until he promoted his autobiography: "I Melt For No One", which means something like "I do not melted by none." In successive campaigns with characters from M & M's, appeared various celebrities such as: the host Daisy Fuentes, actress Halle Berry, actor Patrick Warburton (from Seinfeld) or the actor Sthepen Baldwin, among others.
M & M's, the original brand
The image of favorite candy M & M's is not only in its creative advertising communication, the brand also has its own marketing strategies that you are always "on the crest of the wave." So what sets great store retail M & M's World (The World of M & M's) located in the city of Las Vegas, USA.
In the official store of M & M's, opened in 1997, meet all the fans and consumers of the brand. Here fans can find all the characters and everything related to the merchandising of the brand from the original T-shirts and jackets, to collectibles and furniture. M & M World is not only a great store of Mars, but is regarded as his own "museum" of the company.
For those who do not have access to M & M's World, the brand has its own website called www.m-ms.com. Page M & M's network recreates a large television studio of a news network CNN in the style. On the home page are the three characters Red, Yellow and Green, and behind them a large television screen with its own control board.
M-ms.com In the navigator has several options to interact with their favorite characters and, moreover, the possibility to know the latest of the "wonderful world of M & M's." The program guide comprises: the school or base of operations for M & M's, the sports channel called "Motosports Channel" channel of the Mini M & M's or "MINI Tube TV" channel baking or "Baking Channel" the shopping channel, the history of the confectionery industry as seen from M & M's, "Inner Circle TV" and, finally, the international channel for the different navigators.
The site of M & M's offers several options to users: more activities for children, the powers of Nascar Motosports Channel and up the opportunity to participate in the vote on the favorite color of M & M's. In turn, the brand has their own computer games such as "M & M's: The Lost Formulas", released in 2000. Luminant Worldwide Corporation (provider of services and strategies for the development of internet industry) in 2000 received the Gold Award @ d: tech (Adtech) in the category of Best Brand Marketing on the Web for their work to www.m -ms.com.
In the Internet age, M & M's from Mars Inc. has worked with the agency Atmosphere, BBDO's interactive partner to develop its communication regarding online advertising. Last year, one of the last few seasons, the characters of M & M's appear on the site www.hollywood.com to develop the first stage of candies: M & M's Eye Candy Theatre.
The affection for M & M's goes beyond the consumption of sweets, the brand has its own lifelong fans that are grouped by various fan clubs. With the new Internet age, fans of the brand found the ideal place to meet and exchange collectibles M & M's. One of the most important groups is M & M Collectors Club, which has an international membership, with members from different countries like the United States, Australia, Austria, Belgium, Canada, France, the United Kingdom, Hong Kong, New Zealand and Singapore, among others. These nonprofit clubs arise from the mere love of consumers for their favorite snack. After the exchange between the fans, the motto is: "Collectibles that will return a smile."
People who belong to such clubs, all ages, sharing the important sense that they knew how to communicate the brand through the years, something that can be summarized as follows: "Beyond the unique sweet taste the Mars candy, M & M's colorful symbolize joy.
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Stephen Mills Badger is son of Jacqueline Mars
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