M&M’s launches package with only female characters
Jenny Goldsberry
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Mars unleashed a new package featuring only its female M&M characters in an effort to pay homage to women.
The new limited edition products, namely milk chocolate, peanut butter, and peanuts, include only the green, brown, and purple candies to represent its female mascots. All three are depicted upside down to represent women “flipping the status quo,” according to the package.
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This is the debut of the purple M&M character, dubbed the “spokescandy” on the candy’s packaging. Purple was introduced to consumers last year.
Mars will donate a dollar from every pack sold up to $500,000 to women’s organizations including She is the Music and We are Moving the Needle to support women in the music industry. These packages cost the same as their original equivalents, with part of their profits up to $300,000 being donated to the Female Founder Collective and Geena Davis Institute on Gender in Media.
“The M&M’S brand is on a mission to use the power of fun to create purposeful connections, as we work to create a world where everyone feels they belong,” Mars North America Chief Marketing Officer Gabrielle Wesley said in a statement.
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“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 recognize and celebrate them — and who better to help us on that mission than our own powerhouse spokescandies Green, Brown, and Purple?” she added.
As part of the campaign, Mars is soliciting nominations for women to receive 10 winners to receive $10,000 grants. Nominations can be made on MMS.com.