M&M’S character redesign to promote inclusion, representation
Global confectionery company Mars, Incorporated has rolled out new looks for the characters of its M&M’S brand in a push for more representation and inclusion.
The change, according to the brand, is a move to evolve the beloved M&M’S characters’ personalities and backstories to be more representative of today’s society and create a fresh, modern take on their looks to underscore the importance of self-expression and the power of community.
Cathryn Sleight, Chief Growth Officer at Mars Wrigley said: “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. As one of the world’s most iconic candy brands, who better to commit to a world with more moments of fun by increasing a sense of belonging around the globe than M&M’S?”
This year, fans of the iconic M&M’S brand will also see changes in the brand’s look and feel as part of its evolution, each intended to reflect its new commitment:
Jane Hwang, Global Marketing Vice President, Mars Wrigley said: “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. 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. In fact, this purpose is already on full display at the new M&M’S store in Berlin, which features multiple languages on signage as an invitation to all and our most diverse Associate base that celebrates those from different cultures, backgrounds and generations.”
The new global commitment from M&M’S is just one of many actions being taken across Mars, Incorporated to create a world where society is inclusive.
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