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"We’re pretty thrilled," says Jeffrey Moran, director of public relations for Masterfoods USA, the division of Mars aOlernKienOP
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The agency BBDO/New York unleashed the talking M in their current form in 1994 (the 40th anniversary of their debut). "Green," the sassy female M , debuted the following year. In a campaign this spring, the company briefly produced black and white candy, and ran "Wizard of Oz" themed commercials that promised a return to a land of color.

The icons strut their stuff

In New York Monday, that land might’ve been Midtown. The scene was kaleidoscopic when no less than Ronald McDonald led a procession from Times Square to Madison Avenue and 50th Street, where the aOlernKienOP
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Slogans, too, were ranked. M 50 year old "melts in your mouth, not in your hand," penned by ad legend Ted Bates, finished on top. Behind it: "Sometimes you feel like a nut, sometimes you don’t" (Almond Joy Mounds); "Where’s the beef?" (Wendy’s); "A mind is a terrible thing to waste" (United Negro College Fund); and "Can you hear me now?" (Verizon).

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Putting forward some sort of searing identifier, others add, is essential today as a clutter cutter.

Is the duck annoying or funny?

Especially good is "having a potent and memorable symbol, whether human and real, like Steve Jobs; a character, like that . duck; or an iconography, like the Nike swoosh," says Douglas Atkin, a partner at ad agency Merkley Partners. He calls animated characters "awareness devices," the best of which can make people laugh or groan.

The duck makes Mr. Atkin groan.

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But freshness counts, too. And the duck, brainchild of the Kaplan Thaler Group, which developed it in 2000, won some respect for its novelty.

"They’ve taken a very difficult name, AFLAC, and they’ve made it into a positive," says Mr. Siegel. "I think that’s a fabulous icon."

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