The animated candies were first introduced in 1995 and in 2006 were ranked first in likeability among American brand icons, according to a survey of 1,800 consumers by Marketing Evaluations. The duo, Red - who is characterised as smart and smug - and Yellow - the sweet and innocent one - have hosted several television programmes in the US, including 'E!', interviewing celebrities such as Johnny Depp and Cameron Diaz.
The two mascots will now be appearing in a series of entertainment programmes on TV, sharing the limelight with Asian celebrities. Their first TV appearance will on 4 June as hosts of China's 'Entertainment Live' programme. In a special segment called ‘M&Ms' Celebrity Glitz’, Red and Yellow will interview Taiwanese singer Chang Zheng Yue and Hong Kong celebrity Khalil Fang Da Tong.
"M&M's is a brand about fun and it desires to instill pure, simple fun in others," said Sergio Peniche, M&M’s marketing director on the 'spokescandies' arrival in Asia. This brand initiative was conceptualised by LiquidThread, which worked with its network alliance in the US to import and adapt the animation in China.
"By leveraging on the popularity of M&Ms' Red and Yellow, we are able to create brand experiences that are simple, meaningful and real time across every screen to advance marketer goals,” said Silvia Goh, managing director of LiquidThread, China.
