Melts In Your Mouth, Not In Your Hand | the other meaning

I suddenly remembered what our high school English teacher thought us. It was about the advertisement of M&M Milk Chocolates. Their popular advertisement have not aired for a long time but their slogan etched deep in minds of the masses. “M&M Milk Chocolates, melts in your mouth, not in your hands!” This ad have made my mind confused for years. Wondering how they came up with such words.

M&M means Mars and Murrie, taken from the the surname of its founder, Forrest Mars Sr.  and Bruce Murrie. It is a mini chocolate with a hard candy coating. The shape is closely similar to a flying saucer. Come in different flavors. The surface is printed with variety of colors with a small lower case “m” on one side.

When the mini chocolates are placed on palm, the coating starts to disintegrate after few seconds. Some colors are evident on skin. If let stand for long period the sugar coating will melt as well as the inner chocolate. In fact, the chocolate melts faster than hard candy coating.

The normal body temperature is 37ºC while the chocolate starts to melt between 30 to 32ºC. The candy absorbs skin and sorrounding moisture and thus melts. These explain why it melts in hand.  So the advertisemnt” melts in your mouth, not in your hand” is not true.

Now here was what our English teacher thought  us. The advertisement has another meaning. The company wanted to emphasize that their product is so delicious that you will not let it melt in your hand. Your tendency is to munch them straight after opening.

Marvin is the lead chocolate maker of Ben and Lyn Chocolate Inc. Has strong background in food research and development. Occasionally conducts training and lectures. Lecturer of Cocoa Foundation of the Philippines. Do coaching and consultancy services on his free time.

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