In September 2022, Mars Wrigley’s candy brand, M&M’s, introduced a new female character named Purple, which is designed to represent acceptance and inclusivity. Now, Purple is featured on three new limited-edition “Flipping the Status Quo” packages, which contain M&M’s three leading ladies: Green, Brown, and Purple.
These limited-edition packages not only promote inclusivity but also give back to two non-profits, “She Is the Music” and “We Are Moving the Needle”, that work to support and uplift women in the music and recording industries. For each package sold, up to a total of $500,000, M&M’s will donate $1 to these organizations.
Additionally, as part of the ‘Flipping the Status Quo’ campaign, M&M’s will also be making donations to non-profit organizations such as Female Founder Collective and the Geena Davis Institute on Gender in Media, with a total donation amount of up to $300,000.
(Source: confectionaryproduction.com)
Finally, this month, M&M’S®, proudly part of Mars, will release its first-ever packs spotlighting dynamic female M&M’S characters.
The packaging features the three female characters upside-down, symbolizing how women are flipping the traditional definitions of success and happiness. The limited-edition packages come in milk chocolate, peanut milk chocolate, and peanut butter milk chocolate varieties.
This move by M&M’s is the latest in a series of steps the company has taken to promote inclusivity and representation. The previous announcement of Purple’s introduction and the switch of Green and Brown from go-go boots to sneakers has sparked much excitement and interest among fans.
Gabrielle Wesley, Chief Marketing Officer, Mars Wrigley North America said, “The M&M’S brand is on a mission to use the power of fun to create purposeful connections, as we work to create a world where everyone feels they belong. 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 recognize and celebrate them – and who better to help us on that mission than our own powerhouse spokescandies Green, Brown and Purple?”
(source: PRNewswire)
Furthermore, M&M’s will be teaming up with six women creators, twin hip-hop duo Aint Afraid, streetwear designer Ashlee Muhammad, designer and creative director Barbiana Liu, LGBTQ Colombian graffiti artist Ledania, and cake artist Liz Marek, who will collaborate with the Purple, Brown and Green candies to produce original content inspired by each of the characters.
Fans are encouraged to get involved in the campaign by nominating women in their lives who are ‘flipping the status quo’ for a chance to win $10,000 to further their causes and be featured on various M&M’s platforms. Nominations are open from 5th January to 15th January. And winners, who will be supported through the M&M’s Fund Advisory Council, will be announced on International Women’s Day on March 8.
Overall, Mars M&M’s latest campaign is a great way to not only celebrate female trailblazers but also support the efforts of organizations that strive to create more opportunities for women in traditionally male-dominated industries. It’s a sweet way to give back and make a positive impact on the world, while also encouraging fans to nominate and celebrate the powerful women in their lives.
