Content360 2023
M&M gives mascots makeovers to encourage 'self-expression' in today's society

M&M gives mascots makeovers to encourage 'self-expression' in today's society

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M&M’s beloved mascots are getting a complete makeover - including the mascots' personalities. The new-and-improved mascots will take on different shapes and sizes, as well as different shoes to suit their styles. The mascots also take on more nuanced personalities to underscore the importance of self-expression and power of community through storytelling. The mascots’ new voices are also more inclusive, welcoming, and unifying, while remaining rooted in the brand's signature jester wit and humour.

mm red

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The mascot refresh by M&M comes as its parent company, Mars Wrigley, looks to promote inclusivity and portray a better reflection of the current society. To that end, M&M's new look will also see an added emphasis on the ampersand symbol. M&M said in a statement that the ampersand will be used more prominently to demonstrate how the brand aims to bring people together - akin to how the ampersand connects the two 'M's.

According to Jane Hwang, global marketing vice president, Mars Wrigley, M&M's new look will come to life across all M&M's touchpoints around the globe. "From new product innovations to brand campaigns, our evolved characters and our experiential retail stores, we'll incorporate colorful visuals, inclusive messaging and our purpose into all we do to prove that all together, we're more fun." she added. 


The new global commitment from M&M'S is just one of many actions being taken across Mars, Incorporated to deliver on a world where society is inclusive. These include a commitment to gender balanced leadership teams, running an independent annual diversity audit of its advertising (run by the Geena Davis Institute) and its role as chair of the Unstereotype Alliance, part of UN Women, amongst others. 

"M&M'S has long been committed to creating colorful fun for all, and this purpose serves as a more concrete commitment to what we've always believed as a brand: that everyone has the right to enjoy moments of happiness and fun is the most powerful way to help people feel that they belong," said Cathryn Sleight, chief growth officer at Mars Wrigley.

According to the brand, studies have shown people’s desire to belong is as strong as their desire to be loved and that desire is common for all people irrespective of culture, race, ethnicity, geography, or location. M&M'S used this insight to create the M&M'S FUNd to track the brand's impact on its mission, which will offer resources, mentorship, opportunities and financial support in the arts and entertainment space to help ensure people have access to experiences where everyone feels they belong. 

"We're excited to reveal our new M&M'S brand look and feel, which fans will see come to life across all M&M'S touchpoints around the globe," added Hwang.

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