Marketing powerhouse Rosser Reeves at Ted Bates & Co. developed the tagline for both M&M's and Wonder Bread. He based his copywriting on the concept of USP or "Unique Selling Proposition." Wonder's enriched bread and M&M's hard coating provided the inspiration for these two very memorable slogans heard over and over by receptive children and mothers. More than spurring sales, which was Reeves' only objective, the campaigns helped bond the very first "TV Generation."