The story of advertising words for Mars chocolate beans

Mars is a leader among American private enterprises, with annual sales exceeding $5 billion. It produces a "world-famous" chocolate bean. However, in the 1950s, when this kind of chocolate bean was first developed, its sales volume was not satisfactory due to unsuccessful advertising. Therefore, Mars hired planners to advertise chocolate beans and strive to expand the sales of products. The planner found that this kind of chocolate bean was the only kind of sugar-coated chocolate bean in the United States at that time. This kind of sugar coating, also called edible film, is now widely known. It is an edible coating with complex ingredients (based on carbohydrates and gums). With this icing, chocolate beans will not melt in your hands, but will melt quickly in your mouth. Mastered the unique characteristics of chocolate beans and made a TV advertisement that touched consumers. There are two hands on the TV screen, a dirty hand and a clean hand. The voice-over said, "Which hand has chocolate beans? Not this dirty hand. Because chocolate beans will only dissolve in your mouth, not in your hands. " In order to cooperate with TV advertisements and make chocolate beans more deeply rooted in people's hearts, Mars Company hired many "literati" and wrote many hilarious jokes about chocolate beans. These jokes are widely circulated all over the world, and many people know about this chocolate bean. Here are two jokes about this chocolate bean. Joke 1: An old man and a young man work in the same office. There is a jar of peanuts on the old man's desk, and this young man happens to like peanuts best. One day, the old man didn't come to work for some reason, and the young man couldn't stand the temptation. He opened the jar and ate half the peanuts in it. The next day, the old man came to work. The young man felt that he had done something wrong and took the initiative to confess to the old man. "It doesn't matter, I won't eat these peanuts anyway." The old man replied, "since my tooth fell out, I have only eaten chocolate beans." After the icing melted, I spit the remaining peanuts into the jar. " Joke 2: Once upon a time, a king had a beautiful only daughter. The princess is all right except one problem. Everything melts when she touches it, even wood, stone and metal. The king was very upset. He posted a list of doctors all over the world, but all the doctors were helpless. He asked the wizard for help, and a wizard said to him, "If you find something in the princess's hand that won't melt, the princess will be cured." The king posted a list to tell the world: "If someone finds something that the princess can hold in her hand that won't melt, this person can marry the princess and inherit all the king's property." The temptation is so great that many people are eager to try. The first person to open the list brought a steel sword, but the princess only touched it and it melted. The second person who published the list brought diamonds. He knows that nothing in nature is as hard as diamonds. However, after the princess touched it, it also melted. Everyone was disappointed because it was impossible to find something that the princess could not touch. After a long time, a third person finally came to announce the list. He walked up to the princess and said to her, "Please put your hand into my pants pocket and feel what's inside." The princess put her hand in and her face turned red. She met with something very difficult. She held it in her hand, but it didn't melt. The king rejoiced and the whole country celebrated. The maiden who entered the society married the princess and lived a very happy life. So, what did the princess touch? This chocolate bean from Mars, of course. Advertising words "only soluble in the mouth, not soluble in the hands" are well deserved. These jokes were all the rage and are still talked about by people today. Mars' chocolate beans became famous in one fell swoop and their sales soared. Until 2004, the slogan "only soluble in the mouth, not soluble in the hand" was also rated as the first famous slogan in the United States.