Chocolate brand M&M's is celebrating its female characters by putting the spotlight on all-female packs that celebrate women everywhere. The limited-edition product will feature Purple, Brown and Green on packaging, it will also be the first united representation of the female trio spokescandies, according to the press release.
These debut M&M's packs come as the next chapter for Mars' newest M&M's character, Purple, featuring her not only on packaging, but in packaging as well, alongside green and brown candies. In a press statement, Gabrielle Wesley, chief marketing officer, Mars Wrigley North America said the mission of the brand is to use “the power of fun to create purposeful connections”.
"Women all over the world are flipping how they define success and happiness while challenging the status quo, so we're thrilled to be able to recognise and celebrate them – and who better to help us on that mission than our own powerhouse spokescandies Green, Brown and Purple?" Wesley added.
However, in a strange twist, one Fox news anchor has decided to tie the incident to China somehow, saying the feminist-forward pack emboldens China, according to CNN. The association left many viewers confused on the matter.
Meanwhile, alongside the limited-edition packs, M&M's is supporting organistions by donating proceeds from the pack with additional donations to organisations that empower women. The brand also asked fans to nominate women in their lives who are flipping the status quo and partnered up with female creators in pop culture to collaborate with its new characters.
In the world Mars wants tomorrow, society is inclusive, stated in the press release. Mars is contributing towards that goal, by bringing programmes to life that spotlight women. These include, the #HereToBeHeard global listening study amplifying the voices of women across various intersections, and the Full Potential global platform to advance gender equality in its global Mars workplaces, the marketplace and M&M'S sourcing communities.
In September 2022, M&M's introduced the new character and spokes candy named Purple for the first time in 10 years. Purple is designed to represent acceptance and inclusivity and is known for her earnest self-expression. She joined the cast of M&M’s characters, which were given a refresh with updated looks and more nuanced personalities back in January 2022.
The brand also made changes to its logo and characters recently to moderise its 82 year old self.
M&M's debuts purple candy character to celebrate inclusivity
M&M gives mascots makeovers to encourage 'self-expression' in today's society
Citygate Outlets features M&M's characters to celebrate CNY