The famous slogan “Melts in your mouth, not in your hands” was trademarked in 1954. It perfectly communicated the advantage that originally inspired the candy: chocolate protected by a hard outer shell. The slogan became closely associated with M&M’s and helped customers understand why these little treats were different from ordinary chocolate.
As television advertising and colorful packaging expanded the brand’s popularity, M&M’s became a regular sight in supermarkets, cinemas, and homes. What had begun as a practical wartime snack was transforming into a beloved everyday treat enjoyed by children and adults alike.
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