M&M’s debuts all-female candy packaging
Some packages of M&M candies will, for the first time, feature all female characters
According to a press statement issued by parent firm Mars on January 5th, the new packaging features “dynamic female M&M’S characters” in honour of “women everywhere who are flipping the status quo.”
These special edition bags will only ever include brown, green, and the newly added purple candies.
According to Gabrielle Wesley, Chief Marketing Officer, Mars Wrigley North America, “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, 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 – and who better to help us on that mission than our own powerhouse spokescandies Green, Brown and Purple?”
The three female spokescandies are depicted on the package in an inverted position, with the slogan “Supporting women flipping the status quo” written above them.
M&M’s will also help groups that assist and encourage women who are making tremendous contributions in both their professional and personal lives. She Is the Music and We Are Moving the Needle are receiving $500,000 from the brand’s $1 per pack donation. An additional $300,000 will be given to organisations like Female Founder Collective and the Geena Davis Institute on Gender in Media, as well as to individual women activists.
Visit MMS.com between now and January 15 to nominate women you know who are challenging the status quo and changing the world for a chance to win a $10,000 grant. On March 8, in celebration of International Women’s Day, ten lucky individuals will find out if they are among the lucky winners.
Mars has enlisted the aid of six female creators for this endeavour, and their work will be featured alongside that of the existing material inspired by the colours brown, green, and purple. They have realised their own initiatives to highlight women, like as the #HereToBeHeard global listening research that highlights intersectional perspectives and the Full Potential worldwide platform that promotes gender equality in the Mars workforce.