Earlier this yr, M&M’s up to date its solid of sweet characters to raised match with the instances. The model stopped utilizing the prefixes “Mr.” and “Ms.” to put extra give attention to the mascots’ distinctive traits, as an alternative of their gender.
Inexperienced traded in knee-high boots for informal sneakers. Brown transitioned from excessive stilettos to low block heels. “We took a deep take a look at our characters, each inside and outside, and have advanced their appears to be like, personalities and backstories to be extra consultant of the dynamic and progressive world we reside in,” Jane Hwang, international vp of M&M’s at mother or father firm Mars Wrigley, expressed in an interview.
The 80-year-old model is now taking one other step in its mission to construct a world the place everybody feels they belong by debuting Purple, a spokescandy that may deal with problems with self-acceptance and inclusivity.
“What we’re making an attempt to do is create entertaining content material and activations that assist individuals see previous their variations and give attention to commonalities,” mentioned Rankin Carroll, chief model and content material officer at Mars Wrigley.
In a virtually 2-minute-long music video titled “I’m Simply Gonna Be Me,” Purple, the model’s first feminine peanut mascot, sings away her uncertainties, changing self-doubt with self-confidence. The corporate created the spot in partnership with BBDO.
Carroll famous purple M&M candies will seem in limited-edition merchandise occasionally, however won’t be part of the opposite colors as a everlasting a part of the model’s core choices.
Purple’s “I’m Simply Gonna Be Me” is out there for obtain on all main music streaming platforms, together with Spotify, Pandora and Apple Music. Each time somebody streams the music, M&M’s will donate $1 (as much as $500,000) to the nonprofit organisation Sing for Hope.
