M&M’s are expanding its current crew with the introduction of a new character for the first time in a decade.
The Mars US-based company has debuted ‘Purple’ – the first ever female peanut M&M spokescandy, who has been designed to represent acceptance and inclusivity and is ‘quirky, confident and authentic’.
More than 10 million fans voted to add the colour to the confectionary’s current rainbow in May, beating aqua and pink.
Purple’s arrival was announced with ‘I’m Just Gonna Be Me,’ a new promotional song and music video, which launched on Tuesday.
The Mars US-based company has debuted ‘Purple’ – the first ever female peanut M&M spokescandy, who has been designed to represent acceptance and inclusivity
More than 10 million fans voted to add the colour to the confectionary’s current rainbow (pictured) in May, beating aqua and pink
Jane Hwang, global VP at Mars Wrigley said: ‘There is so much about our new spokescandy that people can relate to and appreciate, including her willingness to embrace her true self – our new character reminds us to celebrate what makes us unique.’
Purple joins the legendary cast of M&M’S characters, who were given a refresh with updated looks and more nuanced personalities back in January.
According to cnet.com purple M&M’s were standard when the product debuted in the US in 1941 but were replaced by tan in 1949.
In 1995, fans voted to swap the beige buttons with blue M&M’s, and since then Mars has changed the colours of its flagship candy several times over the years.
This week, Purple joined the M&M’s line-up of Red, Yellow, Orange, Green, Blue and Brown.
In the past the Green M&M was presented as a flirty, sassy, boot-wearing woman, but Purple will be the first peanut M&M to come in as a confident female.
Purple’s arrival was announced with ‘I’m Just Gonna Be Me,’ a new promotional song and music video, which launched on Tuesday
The video features the exceptional talents of saxophonist Grace Kelly, dance and choreographers Devin Santiago (right) and Colo Cag (left), and celebrated opera singer Anthony Roth Costanzo
Purple’s arrival was announced with ‘I’m Just Gonna Be Me,’ , with the video featuring the exceptional talents of saxophonist Grace Kelly, dance and choreographers Devin Santiago and Colo Cag, and celebrated opera singer Anthony Roth Costanzo.
The whole M&M crew also make special appearances, including Red, Yellow, Orange, Brown, Blue and Green.
For each stream of ‘I’m Just Gonna Be Me,’ M&M has promised to donate $1 to the music nonprofit Sing for Hope, up to $500,000.
Purple joins the legendary cast of M&M’S characters, who were given a refresh with updated looks and more nuanced personalities back in January
For each stream of ‘I’m Just Gonna Be Me,’ M&M has promised to donate $1 to the music nonprofit Sing for Hope, up to $500,000
Earlier this year, the candy company announced a partnership with rapper Lil Nas X, including a ‘Long Live Montero’ M&M’s bag with candies bearing butterflies, the rapper’s face and pink, blue and purple hearts.
It was at the beginning of 2022 that the US confectionary brand gave its M&M’s characters a progressive makeover.
The changes were to give the characters a more modern look and emphasise their personalities. The biggest changes appeared to be the two female M&Ms, the green and brown ones.
According to cnet.com purple M&M’s were standard when the product debuted in the US in 1941 but were replaced by tan in 1949
Mars, the maker of the candies, had been criticised in the past for making the green M&M too sexy, and either pushing a rivalry or a possible flirtation with the brown M&M.
The green M&M subsequently lost her stiletto boots in favour of sneakers and the brown M&M’s heels were lowered to what a Mars spokespersons called a ‘professional height.’
At the beginning of the year Mars said that it wanted the green M&M to be ‘better represented to reflect confidence and empowerment, as a strong female, and known for much more than her boots.’
Mars also doubled down on the anxious orange M&M, whom the company believes is ‘one of the most relatable characters with Gen-Z, the most anxious generation.’
The new ‘progressive’ M&Ms after Mars announced a rebrand and redesign effort the company claims will fit them in a ‘more dynamic, progressive world.’
BEFORE: The original M&M characters. Mars, the maker of the candies, had been criticized in the past for making the green M&M too sexy, and either pushing a rivalry or a possible flirtation with the brown M&M
The orange M&M previously wore his shoes untied, but now has them tied in an effort to represent his cautious nature, according to Mars.
The red M&M – voiced by cartoon icon Billy West in commercials and often switching between leader and bully toward the other M&Ms – has been adjusted to be more kind to his fellow characters.
The yellow M&M, classically dim-witted, appears to remain so. He once was quoted saying that the first thing he would do if today was his last day ever is ‘wake up.’
Mars made these changes to show the importance of ‘self-expression and power of community.’
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