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The iconic slogan "The sweet you can eat between meals without ruining your appetite" was first introduced by the Milky Way brand in 1935, helping to establish it as a popular candy bar that could be enjoyed as a snack anytime.
The tagline remained in use through the 1960s and 1970s, playing a significant role in shaping Milky Way's brand identity as a delicious and convenient treat.
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The "Red Car and Blue Car" advertisement for Milky Way chocolate bars first aired in the UK in 1989, featuring a catchy jingle and colorful animation that quickly became iconic among British children.
Created by advertising agency D'Arcy Masius Benton & Bowles, the ad's success led to spin-offs including a print advertisement, a Christmas single that charted in 1991—even a space-themed sequel in 1992.
The original advertisement was revived in 2009 for its 20th anniversary, with slight modifications to address health concerns.
The Milky Way chocolate bar in the UK adopted the slogan "So light it won't ruin your appetite" in 1993, following controversy over its previous tagline.
This new slogan, which emphasized the bar's lightness as a snack, was a response to complaints from health authorities about encouraging children to eat sweets between meals. It ran through the early 2000s.
Milky Way gained iconic status in the UK through its innovative "floating bar" advertising campaign in the 1990s.
This campaign cleverly showcased the bar's ability to float in milk, emphasizing its lightness and creating a memorable visual metaphor.
The Milky Way slogan "Life's Better the Milky Way" has been a key part of the brand's marketing strategy in the United States since at least the early 2000s, helping to position the candy bar as a source of joy and comfort.
Through various advertising campaigns and minor variations, this enduring slogan has played a significant role in cementing Milky Way's status as an iconic and beloved treat in American culture.
The Milky Way chocolate bar adopted the slogan "Comfort in every bar" in 2006 for the U.S. market, shifting to emphasize emotional satisfaction and comfort.
This slogan reflected broader trends in food marketing that highlighted the role of comfort food in consumers' lives. The slogan positioned the Milky Way bar as a source of solace.
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The "Sorry, I Was Eating a Milky Way" advertising campaign, launched in 2014 by DDB Chicago for Mars, Incorporated, repositioned the chocolate bar as a delightful distraction.
The campaign featured humorous scenarios where professionals made mistakes due to being engrossed in eating a Milky Way—utilizing print, digital, and later television media to engage consumers with its light-hearted tone.
Some critics praised its creativity while others criticized its similarity to Snickers' campaigns.
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