Much like the candy-covered chocolate, the M&M's site is addictive. You can go to becomeanmm.com, create a customized M&M that looks like you and then put your M&M's alter-ego into a movie or photo. Other M&M's-related activities include the M&M's entertainment report  and the "Shrek the Third" ransom game. Sure, this falls more into the category of promotion than niche. But any website that taps into the child within the consumer is doing something right.

More niche-specific is M&M's involvement in the racing scene. Although Masterfoods, M&M's parent company, has been a sponsor for more than 15 years, it has steadily increased its participation. Branding doesn't get much easier than M&M's-colored race cars, especially with the recent resurgence in racing fascination. In 2006, M&M's became the Official Chocolate of NASCAR. This year, joining M&M's as primary sponsor of the No. 38 entry, is the Snickers Brand, which will also serve as primary sponsor for the No. 88 Team.

The website is any racing fan's dream, with stats, photo galleries and a countdown clock to the next race. There's also a store where consumers can buy diecast racing cars.