New Global Branding for M&M's by Jones Knowles Ritchie

Introduced in 1941, M&M’S is one of the most well-known candies in the world, available in more than 100 countries. Officially described as “snack-sized pieces of chocolate in a colorful candy shell”, the candy was originally created for soldiers as a way to keep chocolate from melting in varied climates and the U.S. Army was one of the first major consumers of the product. Owned and produced by Mars, Incorporated, the two “M”s represent the names of Forrest E. Mars Sr., and Bruce Murrie, son of Hershey Chocolate’s president William F. R. Murrie, who had a 20 percent share in the product. The “m” was first “printed” on the candy in the 1950s as a way to distinguish it from copycat products. Over the years, the original chocolate-only fill