M&M’s are releasing a limited series “all-female” packages to celebrate women who are “flipping the status quo.”
The chocolate’s makers, Mars, announced the exclusively all female M&M’s packages last week, with the green, brown and recently introduced purple M&M inverted on the packaging to show how women “are flipping how they define success.”
Mars Wrigley North America chief marketing officer Gabrielle Wesley said the feminist gesture of the “female trio spokescandies” is aimed at highlighting all the women around the world who are subverting gender norms.
“Women all over the world are flipping how they define success and happiness while challenging the status quo, so we’re thrilled to be able to recognise and celebrate them,” Wesley said in a statement. “And who better to help us on that mission than our own powerhouse spokescandies Green, Brown and Purple?”
With every package sold, Mars will donate $1 (up to a total of $500,000) to She Is the Music and We Are Moving the Needle — two U.S based NGOs that support women in the music industry.
It also plans to donate $300,000 to other female-supporting nonprofits which are “flipping the status quo.”
Until the middle of January, people can nominate the “women in their lives who are flipping the status quo” for a chance to earn a $10,000 grant from Mars.
Mars corporate attempt to inclusivity
The latest announcement of the “all-female” M&M’s comes just three months after it introduced the body positivity and self-acceptance advocate in its purple female M&M.
It was the first character Mars had introduced in a decade.
Jane Hwang, Global Vice President at Mars Wrigley, said it was “thrilled to debut the newest member of the M&M’S cast of characters to the world.”
“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,” Hwang said. “Our purpose story is just getting started and the introduction of our newest M&M’S spokescandy is the next chapter, as the brand continues to delight fans with fun in a way only M&M’S can.”
In January 2022, M&M’s characters were given more “nuanced personalities” as part of Mars’ aim to create “a world where everyone feels they belong, and society is inclusive” and to “reflect the more dynamic, progressive world that we live in.”
Cathryn Sleight, chief growth officer of Mars Wrigley, said, “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?”
The “all-female” M&M’s will hit stores this month.