The candy that melts in your mouth and not in your hand is getting a woke makeover with the iconic candies getting more “nuanced personalities.”
QUICK FACTS:
- Mars, Incorporated announced its new “global commitment to creating a world where everyone feels they belong and society is inclusive.”
- A report from The Hill indicated that the company behind M&M’s attempting to change their iconic marketing characters who will be receiving new looks.
- Mars said that the new characters which were first released in 1941, would have an “updated tone” that was more “welcoming and unifying” and continue with their “signature jester, wit and humor.”
WHAT THE COMPANY SAID:
- Mars outlined their “new mission to increase the “sense of belonging for 10 million people around the world by 2025,” the company said about the M&M’s characters.
- “As one of the world’s most iconic candy brands,” Cathryn Sleight, Mars Wrigley’s Chief Growth Officer said in a statement, “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?”
- “I think we all win when we see more women in leading roles, so I’m happy to take on the part of supportive friend when they succeed,” the green M&M said on the promotional site.
BACKGROUND:
- M&M is following the lead of recent research which shows that Inclusive marketing is being lauded as the best way to strengthen your brand’s message, according to Search Engine Land, who offers tips to brands on how to increase their marketability.
- “Consumers aren’t just buying your product, they’re buying your brand values. Inclusive marketing can help you deliver those values to more audiences,” SEL coached in its recent post about brand messaging.
- Retail Touch Points made a similar argument saying that “diversity is a key driver for growing talent and product assortment” in their Jan. 18 post on business growth and branding.
