On Thursday, the Mars candy company announced that it will work to make the animated M&M’S mascots “more inclusive.” The company debuted its “M&M’s For All Funkind” initiative with a colorful and upbeat advertisement showing off the mascot’s new looks and emphasizing the importance of togetherness.
In addition to the promotional video, the candy conglomerate published a corporate press release detailing what it hoped to achieve through this initiative. Pledging to act in a socially conscientious way, the company stated, “M&M’S has been around for more than 80 years and this year the brand continues to evolve to reflect the more dynamic, progressive world that we live in.”
As part of the new mission to increase the “sense of belonging for 10 million people around the world by 2025,” Mars said the M&M’s characters — who serve as mascots of sorts for the brand — would be receiving fresh, new looks.
The green M&M, previously seen in ads posing seductively and strutting her stuff in white go-go boots, will now sport a pair of sneakers. A description for the green candy on the M&M’s website says she enjoys “being a hypewoman for my friends.”
“I think we all win when we see more women in leading roles, so I’m happy to take on the part of supportive friend when they succeed,” the green M&M said on the promotional site. Another character, the brown M&M, described her motto as, “Not bossy. Just the boss.”
Mars said in announcing the refresh that M&M’s — which were first released in 1941 — will have “an updated tone of voice that is more inclusive, welcoming, and unifying, while remaining rooted in our signature jester, wit, and humor.” “As one of the world’s most iconic candy brands,” Cathryn Sleight, Mars Wrigley’s Chief Growth Officer said in a statement, “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?”
