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In 1935, Milky Way introduced its famous slogan: "The sweet you can eat between meals without ruining your appetite."
It positioned it as a light snack rather than a full dessert.
The slogan resonated with consumers through the 1970s.
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In a memorable Milky Way ad, a red cartoon car races a blue one through hand-drawn British streets, while a chorus sings about Milky Way bars floating weightlessly.
This 1989 TV commercial, created by D'Arcy Masius Benton & Bowles, became a cultural touchstone for UK children.
The ad's popularity spawned a 1991 Christmas song that entered music charts, plus a 1992 sequel featuring the cars in space.
When the original returned in 2009, editors trimmed scenes of excessive chocolate consumption to match modern health standards.
In 1993, Milky Way UK replaced its contested tagline with "So light it won't ruin your appetite."
The change responded to health officials' concerns about marketing sweets as between-meal snacks to children.
In its 1990s UK advertising, Milky Way chocolate bars floated in glasses of milk, demonstrating their light texture.
The visual of a bobbing chocolate bar captured viewers' attention and focused on the airy attributes of the chocolate bar.
Since 2000, Milky Way's slogan "Life's Better the Milky Way" has shaped the chocolate bar's identity through TV commercials, print ads, and packaging.
The message frames the candy as a simple pleasure.
In 2006, Mars Inc. launched "Comfort in every bar" for Milky Way's U.S. advertising, tapping into consumers' growing appetite for comfort food.
The campaign cast Milky Way as a portable moment of relief.
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In 2014, DDB Chicago created the "Sorry, I Was Eating a Milky Way" ads.
The campaign showed workers bungling tasks while absorbed in eating the chocolate bar.
TV spots and digital ads depicted specific mishaps: a mechanic installing windshield wipers on car doors, a hairstylist giving a mohawk instead of a trim.
While some advertisers praised its direct humor, others noted it was similar to Snickers' existing "You're not you when you're hungry" concept.
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