TEXT OF STORY
Scott Jagow: A certain candy-maker has decided to go green. But I assure you, this has nothing to do with global warming. Andrea Gardner reports.
Andrea Gardner: You’ve heard it for years: the rumor that green M&Ms are supposed to be an aphrodisiac. Well Mars, the company that makes M&Ms, is hoping to cash in on that urban legend. The company has come out with bright green bags of nothing but green M&Ms as the Valentine’s Day retail season heats up.
Marketing analyst Marissa Gluck from Radar Research says the move is more than just a pop-culture tie-in.
Marissa Gluck: They’re competing on a really cluttered shelf. So they gain two advantages. One is that they stand out in a shelf full of red and pink candies. And the second is that they seem a little bit more hip.
The sexy ad campaign might be a risk for M&Ms, traditionally a wholesome brand popular with kids and parents. But Gluck says the company is banking that consumers will get the joke.
In Los Angeles, I’m Andrea Gardner for Marketplace.
As a nonprofit news organization, our future depends on listeners like you who believe in the power of public service journalism.
Your investment in Marketplace helps us remain paywall-free and ensures everyone has access to trustworthy, unbiased news and information, regardless of their ability to pay.
Donate today — in any amount — to become a Marketplace Investor. Now more than ever, your commitment makes a difference.
Cheers to trustworthy journalism!
Give just $7/month to get your own KaiPA glass.