Companies all over the world are leveraging whatever green traits their product or service can offer, and now, so is a famous candy brand... just not in the way you'd think. Nope, the Valentines campaign has nothing to do with being environmentally friendly, instead, it has to do with sex.
The old legend that green M&Ms are supposed to be an aphrodisiac is being used as a marketing angle in time for Valentines Day. Mars, the company behind the candy-coated, bite-sized chocolates is preparing to release a line of all green M&Ms, packaged in what else, bright green bags.
At least it's a unique angle. Most candy companies release Valentines-themed goodies in red, pink and white packaging, so these will stand out from the rest.
The only thing I want to know is how you explain that one to the kids! I guess you could just say they're pushing St. Patrick's Day marketing a month early...
Key Themes Behind This Trend
- Green Marketing
- Mars is leveraging the sexy urban legend behind green M&Ms to offer a differentiated product for Valentines Day, which paves the way for other companies to explore green marketing opportunities.
- Alternative Holiday Marketing
- The unconventional Valentines Day campaign featuring all green M&Ms demonstrates an opportunity to capitalize on alternative holiday marketing angles.
- Nostalgic Marketing
- By tapping into the well-known and humorous urban legend surrounding green M&Ms, Mars can engage with consumers through a nostalgic marketing campaign.
Where This Applies
- Candy Manufacturing Industry
- Candy brands can potentially explore the use of urban legends to create unique and entertaining marketing campaigns.
- Seasonal Holiday Industry
- Seasonal holiday companies can benefit from creating interesting and unconventional products, such as green-Valentine’s-themed candy, to differentiate their product lines.
- Packaging Design Industry
- Unique packaging design opportunities exist such as incorporating unconventional colors for seasonal-themed products that will distinguish a brand name.
