There are many legends and stories explaining the history of Valentine’s Day and St. Valentine, but one thing remains the same; Valentine’s Day is a holiday where lovers express their affection for one another. Every year marketers use the same tactics to attract their love struck consumers into the arms of their products. Valentine’s Day advertisements are flooded with hearts, flowers, and of course the colors of love: red and pink. Red and pink symbolize passion and tranquility and are considered the most romantic colors. However, the appeal of generic pink candy and red roses will eventually run its course. So it’s time to spice it up and show your love that you put some real effort into this Valentine’s Day.
M&M’s are promoting their brand this Valentine’s Day season by offering a sweet alternative to help consumers express their feelings to their loved ones. The commercial features “Red,” the helpless romantic candy bite, who cannot respond to the love of his life with the three words, “I-Love-You.” M&M’s understands that it is not always easy to express your feelings. With that in mind they are here to make it easier with personalized M&M’s. Popular messages include “Be mine,” “You make me melt”, “You Had Me at Hello” and “I Love You.” M&M’s also features a prepackaged Valentine’s Day blend with an assortment of colors, sayings and symbols. If that won’t cut it the Romance Bundle may be for you. It comes complete with a teddy bear and three bags of personalized M&M’s wrapped up in a gift box. Remember, personalization shows that you took time out of your glamorous day to care!
Through this strategic marketing plan, M&M’s enhances their brand by making it convenient for their consumers to spice up Valentine’s Day. M&M’s are one of the few companies that offer personalized messages on their candy products. This allows the company to stand out against the assortment of chocolaty competitors. Keep in mind that personalized candies aren’t just for Valentine’s Day, but also for any of life’s sweet moments.
-Kelsey Bendig, Andrea Blanton, Brooke Keller, Brian Burch