Contemporary look
Better Gender Representation: M&M’s reworks famous TV mascots
M&M’s wants to represent everyone in society (icon image)
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The colorful mascots of the M&M’s advertising regularly amuse many television viewers. Now the personalized chocolate lentils are getting a makeover.
It’s usually two M&M’s arguing: Since 1954, personalized chocolate beans have been flickering across screens as the candy brand’s mascot. In the beginning there were only “Red” and “Yellow”, i.e. the red and the yellow M&M male, later others were added. Among other things, two female figures.
New shoes for the characters
However, the company behind the M&M’s, Mars Wrigley, finds the appearance of some of the mascots no longer up to date and has now given the colorful figures a makeover. One of the female mascots named “Green” now wears sneakers instead of overknees boots. “Brown” gets slightly lower heels. In particular, the company wants to make the female characters “more current” and “more representative of our customers,” Mars Wrigley North America president Anton Vincent told CNN Business.
The other characters also got new shoes now. “Red” and “Yellow”‘s have been laced, while those of the orange mascot are now laced up. Blue’s aren’t much different, but according to Vincent, they resemble “a bad version of Uggs.” In addition, the company wants to better represent the female characters in advertising.
New brand positioning
There’s a reason for the new look: Mars Wrigley wants to reposition its M&M’s brand and make it more inclusive. “M&M’s has long been committed to creating colorful fun for everyone. The new brand purpose serves as a more concrete commitment to what we’ve always believed as a brand: everyone has the right to enjoy moments of happiness and fun the most powerful way to make people feel included,” said Cathryn Sleight, chief growth officer at Mars Wrigley, in a statement from the company.
Studies have shown that the desire to belong is just as strong as the desire to be loved. This desire to belong is common to all people, regardless of culture, race, ethnicity, or place of residence, the company said. Based on these findings, the “M&M’s FUNd” was founded. To reflect this, they have also revised the appearance of the characters.
The logo has also been revised
The logo of the chocolate lenses has also changed a bit. This emphasizes the ampersand even more. The aim is to show that the brand wants to bring people together. At the same time, they want to use a modern typeface that is more inclusive, inviting and unifying. You can already admire the new look in the Berlin M&M’s store.
Sources: CNN Business, press release