By: Maria Molina

Finding the Hidden Needs in Mars M&M Campaign: A Rhetorical

Analysis

M&M´s:

- M&M chocolates were first sold in 1941 as food for soldiers during World War II, as an “easily packed energy snack”.

- This study analyzes Mar’s successful advertising strategy using Packard’s hidden needs theory.

Description of the Artifact

- Brand awareness, is very important for M&M’s. The logo, slogan and packaging are very helpful for the product’s purpose since it creates brand loyalty.

- The M&M’s campaigns uses a variety of strategies in order to create brand awareness and positioning in TV ads, magazine ads, billboards, among others.

- Characters have their own personality:

Methodology: Packard’s Eight Hidden Needs

- Effective advertisement is not necessarily targeted to satisfy basic needs.

- Persuasion is more effective “when the message is directed at an emotion that is associated with a basic need.

- Eight Hidden needs:- Emotional security, reassurance of worth, ego gratification, creative outlet, love object, sense of power, the need for roots and immortality.

Emotional Security

Ego Gratification and Reassurance of Worth

- M&M’s asking for public opinion- 1995- Blue was added to the family after voting.

- Need for Creative Outlet - “Chocolate Camp” 1993 commercial http://www.youtube.com/watch?v=AD_q-G56krE&feature=related

- Need for love objects- “All the World Loves M&M” 1980’s commercial

- Need for Sense of Power- “Go Fish” 1972 commercial - http://www.youtube.com/watch?v=Lo_vyTNhH

XY

- Need for Roots – 2007 Adam’s family commercial

- Need for Immortality – M&M’s “River of Chocolate Campaign”

Conclusion

- According to Global Exchange (2007), M&M’s is the largest chocolate and candy company in the world with annual sales of more than $20 billion in 2007.

- It is also among the largest companies in the country and in 2007, its three-owners were worth $10.4 billion each. Knowing this it is evident that the brand’s persuasive strategy has been a success.