Key facts
- Onitsuka Tiger aims to establish a global brand identity independent of its iconic stripes.
- The company seeks recognition based on its broader product range and design philosophy.
- Mars is launching a new version of M&M's in August.
- The reformulated M&M's will be free of artificial dyes.
- Brown and blue colors will be omitted from the new M&M's.
Onitsuka Tiger is undertaking a strategic effort to cultivate a global brand identity that extends beyond its signature stripes, which have been instrumental in its international recognition. The company seeks to establish its brand on a foundation of its broader product offerings and design ethos, moving towards a more comprehensive understanding of its identity in the global market. This initiative aims to solidify its presence and appeal to a wider audience by highlighting aspects of the brand beyond its most recognizable visual element.
In parallel, Mars is preparing to introduce a reformulated version of its M&M's candies in August. This new iteration will be free from artificial dyes, a significant change in its production process. As a direct consequence of this reformulation, the brown and blue colors will be omitted from the M&M's. This alteration will impact the visual presentation of the popular candy, as these specific hues will no longer be part of the candy's color palette.