M&M Characters Given New Look That Fits A 'Dynamic, Progressive World'

The M&M characters have been given a new 'dynamic, progressive look' as part of a new campaign for the brand to create a world where everyone feels they belong, and society is inclusive. Here's a video introducing them:

The company plan to bring people together with a strategy built on purpose which promises to use the power of fun to include everyone, with a goal of increasing the sense of belonging for 10 million people around the world by 2025.

One character that's seen a change is the green M&M, who used to wear go-go boots and had longer eyelashes than the others.

In a bid to focus more on 'personalities, rather than gender', the boots have been ditched and the green M&M has been reintroduced wearing 'cool, laid-back sneakers to reflect her effortless confidence'.

According to reports, advertisements will now highlight her relationship with the other female character - the brown M&M who is still wearing heels - showing them 'throwing shine and not shade'.

Prior to the reintroduction, the two female M&Ms were portrayed as being rivals but Mars has said it wishes to show a 'force supporting women'.

This all came after studies were analysed and found to show that our desire to belong is as strong as our desire to be loved, and that desire is common for all people irrespective of culture, race, ethnicity, geography, or location. 

According to CBS, one of the other characters that's seen a shift is the orange M&M who has an anxious personality. He is believed to be 'embracing his true self, worries and all'.

However, unlike before, his laces will be tied now to show his cautious nature and Mars think he is 'one of the most relatable characters with Gen-Z'.

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?"