Strategic brand environments -- M&M's retail space
M&M-candy as a brand
M&M was the enemy. Or so I was told during the fall of 1981. I was a senior at the College of the Holy Cross attending my internship orientation with Hershey Foods. I was wide eyed and ambitious. I wanted to be Mr... Chocolate.
I was recruited to introduce Reese’s Pieces, a hot new candy gaining success from the cross-marketing agreement with the recently released box office smash ET-The Extraterrestrial (yes…I am that old), to the supermarkets and corner spas of central New England. It was a daily battle, fought in the retail trenches for strategic inches of precious shelf space. A marketing war for the sweet tooth of consumers young and old. And millions were at stake for the victorious. It was my introduction to brand marketing 101.
I often reflect on the sales and marketing lessons I learned during this new and exciting time. It was my first true glimpse into the power of brand marketing. And now 30 years later, I journey to the den of the competition. Yes, M&M World! The shrine to the little candy I battled with over 3 decades ago.
M&M World occupies four towering floors of sugar packed retail space on the Las Vegas Strip. From the massive exterior sign, complete with neon and a Mr... M&M, a personification of the brand, the location is hard not to miss. The store is an amazing mixture of everything and anything M&M. A strategic brand environment on steroids. Colorful, playful and engaging each floor was a journey into the thematic personality of the candy that melts in your mouth and not in your hand. What more can I say, M&M delights the senses. I lay down my sword. There is peace in chocolate land.
Brand is retail.
Brand is consistent.
Brand has personality.
Brand is humorous.
Brand is variety.
Brand promotes brand.
Jack Hally is Executive Vice President and Co-founder of BlueHive, a full service firm which specializes in the design and production of Strategic Brand Environments. Jack is a frequent lecturer and commentator on brand marketing and entrepreneurship. He has successfully launched over 300+ companies during a 30 year career. He is partial to blue M&M’s and loves dark chocolate. He may be reached at jhally@blue-hive.com .