M&M Campaign: For All Funkind

M&M is expressing inclusivity through their purple spokescandy! 


Earlier this year, M&M’s updated its cast of candy characters to better fit with the times. The brand stopped using the prefixes “Mr.” and “Ms.” to place more focus on the mascots’ unique traits, instead of their gender. 

Green traded in knee-high boots for casual sneakers. Brown transitioned from high stilettos to low block heels. “We took a deep look at our characters, both inside and out, and have evolved their looks, personalities and backstories to be more representative of the dynamic and progressive world we live in,” Jane Hwang, global vp of M&M’s at parent company Mars Wrigley, expressed in an interview.

The 80-year-old brand is now taking another step in its mission to build a world where everyone feels they belong by debuting Purple, a spokescandy that will address issues of self-acceptance and inclusivity.

“What we’re trying to do is create entertaining content and activations that help people see past their differences and focus on commonalities,” said Rankin Carroll, chief brand and content officer at Mars Wrigley.

In a nearly 2-minute-long music video titled “I’m Just Gonna Be Me,” Purple, the brand’s first female peanut mascot, sings away her uncertainties, replacing self-doubt with self-confidence. The company created the spot in partnership with BBDO.

Carroll noted purple M&M candies will appear in limited-edition products from time to time, but will not join the other colours as a permanent part of the brand’s core offerings.

Purple’s “I’m Just Gonna Be Me” is available for download on all major music streaming platforms, including Spotify, Pandora and Apple Music. Every time someone streams the song, M&M’s will donate $1 (up to $500,000) to the nonprofit organisation Sing for Hope.

Olivia Pearce
Olivia Pearce
Branding Editor. Passionate about all things branding, I like to find out the stories behind a brand. If I do have any spare time, I enjoy watching documentaries.

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