M&M’s Prevails in Icon, Slogan Contests

NEW YORK M&M’s talking candies and the brand’s “Melts in your mouth, not in your hands” tagline were respectively named America’s favorite ad icons and slogan today as part of Advertising Week in New York City, an industry celebration conceived by the American Association of Advertising Agencies.

Voting at advertisingweek.yahoo.com concluded on Friday, and more than 500,000 votes were cast since Aug. 6, according to 4A’s representative Kipp Cheng.

Among the icons, M&M’s candies received 22 percent of the vote, followed by the Aflac duck (14 percent), Planters’ Mr. Peanut (10 percent), the Pillsbury Doughboy (9 percent) and Kellogg’s Frosted Flakes’ Tony the Tiger (6 percent).

“Melts in your mouth” won in the slogan competition with 17 percent of the vote, trailed by Almond Joy/Mounds’ “Sometimes you feel like a nut, sometimes you don’t” and Wendy’s “Where’s the beef?” (each with about 9 percent), and the United Negro College Fund’s “A mind is a terrible thing to waste” and Verizon Wireless’ “Can you hear me now?” (8 percent each).

Following a procession of spokescharacters today through Times Square, the five top icons and slogans will be enshrined at the dedication of the Madison Avenue Advertising Walk of Fame, between 49th and 50th Streets.

—Adweek staff report