As the 1990s unfolded, the internet had a dramatic effect on the advertising industry. Within a very short time, new media options based on new technologies reinvented the very process of advertising. Sales messages once clearly labeled were now subtly woven into movies and TV shows, or made into their own entertainment. Other promotions involved play, like video games with brand messages embedded in colorful, fun adventures. Meanwhile, the M&M characters went “virtual Hollywood” across the internet. See m&m’s.