It's an obvious statement to say that brand characters are a success in marketing strategies as it creates a better brand story. You've got the Jolly Green Giant, Tony the Tiger, Quaker Oats .. the list in infinite.
Why do brands decide to create the characters in first place?
For M&M's their entire marketing strategy is based around the five main characters that have been created over the past 60 years. Of course starting with the most popular, Red & Yellow. These two male characters are confident and quite quirky. They are the face of every commercial, branding piece and packaging for M&M's. In fact, the M&M's rely so much on their characters that their site has an entire section made for "Creating your own character." This allows anyone to sign up and create the character of their choice with different M&M's. Each M&M created, you also create it's personality.
Focusing on Miss Green, she is the "sexy" M&M that all the other male characters like. Just by looking at her you can tell she is confident and promiscuous. She's green (which stands for envy, money, shallowness) with white high boots and long eye lashes, she stands tall and follows the mantra of "I melt for no one."
M&M's have done an incredible job with their brand characters and also brand extension. With their five different character personalities as well as the infinite other creations one can make - it's clear they have a brand story with real brand characters that make a difference.
Samantha
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