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LIST OF M&M’S SLOGANS
- Now 100% at War (1942-1945)
- Melts in your mouth, not in your hand (1949-1997)
- All the World Loves M&M’s (1982-1987)
- The Official Candy of the New Millennium (1998-2000)
- Dare to go to the dark side (2005)
- There’s an M in everyone (2007-2011)
- Better with M (2010s)
- Salty. Sweet. Impossible to Resist. (2010)
- Can’t resist m (2011-2018)
- For all funkind (2022-2023)
NOW 100% AT WAR
1942-1945
M&M’s exclusively supplied military rations during WWII.
The heat-resistant candy shell prevented melting in tropical combat zones—a practical solution to give soldiers an added sugar rush when needed.
Mars, Inc. created this slogan to showcase how they were supporting the troops during the war effort, mostly through print advertisements.
Sales skyrocketed from this campaign.
MELTS IN YOUR MOUTH, NOT IN YOUR HAND
1949-1997
After WW2, Mars launched this tagline highlighting M&M’s shell’s benefits for civilian consumers.
The slogan ran for 48 years, becoming one of advertising’s most recognized phrases and a fixture on any list of the snack slogans that outlived their own campaigns.
Simple, but did not melt away like the candy.
ALL THE WORLD LOVES M&M’S
1982-1987
This campaign helped with Mars’s international expansion.
Actor Joel Higgins co-wrote the jingle that accompanied its commercials.
The slogan targeted global markets with early CGI characters.
Mars was localizing its other brands in the same stretch, pitching Twix to British tea drinkers with “Twix and Tea, Happy Together”.
THE OFFICIAL CANDY OF THE NEW MILLENNIUM
1998-2000
Mars leveraged “MM” as Roman numerals for 2000 with its slogan for the new millennium.
The campaign introduced rainbow-filled varieties and launched alongside Y2K celebrations.
The campaign most notably featured an Empire State Building light display.
DARE TO GO TO THE DARK SIDE
2005
Introduced with Dark Chocolate M&M’s during the mid-2000s dark chocolate trend.
Mars also capitalized on cultural “dark side” references, partnering with IMAX theaters for Star Wars tie-ins.
The dark chocolate push kept producing spin-offs for years, including the Dark Chocolate Raspberry variety that lasted from 2012 to 2014.
THERE’S AN M IN EVERYONE
2007-2011
This slogan emphasized personal connection and inclusivity.
Mars collected consumer “M-stories” for YouTube micro-ads, generating 12% higher social media engagement during the campaign.
BETTER WITH M
2010s
This was a minimalist slogan designed for social media.
It accompanied modernized packaging and supported the launch of customizable M&M’s with personalized messages.
SALTY. SWEET. IMPOSSIBLE TO RESIST.
2010
This ad campaign was created for Pretzel M&M’s launch.
The tagline addressed the gourmet salt-caramel trend, helping Pretzel M&M’s become the fastest-selling limited edition product.
CAN’T RESIST M
2011-2018
Launched for M&M’s 70th anniversary alongside pretzel and caramel flavors.
The campaign emphasized the candy’s addictive quality through simple messaging about craving and temptation.
Its Mars stablemate was working the opposite nerve, selling Snickers on hunger rather than craving.
FOR ALL FUNKIND
2022-2023
This slogan was featured with an all-inclusivity-focused campaign with redesigned characters, including updated footwear for female Spokescandies.
It generated media controversy before Mars temporarily paused the characters in 2023.
Inclusivity messaging had worked out more smoothly at another Mars Wrigley brand, where Skittles ran its all-white “Give the Rainbow” Pride packs starting in 2016.
