In a brilliant marketing move, M&Ms has embraced a long-standing urban myth about the product to differentiate itself on the sweetest of holidays.

This oft-told legend declares that green M&Ms have the mysterious quality to act as an aphrodisiac. Started in the '70s, the story became so widespread that it prompted one famous rock star to demand 3 pounds of green-only M&Ms be delivered to his dressing room for after-show "inspiration". Apparently, some people need all the help they can get.

Humour aside, the move by the company to capitalize on a myth perpetuated by the general public for two decades is a stroke of marketing genius. What better way to draw attention to your product and stand out from the sea of red-swaddled competitors than to stand up and declare green as the new official colour of Valentine's Day - with the added promise of "love potion" powers.

Read more about the "new color of love" on the M&Ms site here: http://www.mms.com/us/coloroflove/