As part of a larger ongoing effort to promote a world wherein “everyone feels they belong,” M&M’s has unveiled an updated take on its classic assortment of characters.
The Mars Inc.-owned candy-crafter unveiled the tweaks on Thursday, including in a one-minute video promoting the “For All Funkind” initiative’s core tenets. In a press release, Cathryn Sleight—who serves as Chief Growth Officer at Mars—explained that the latest changes collectively stand as a “more concrete commitment” to what’s said to be the brand’s underlying ethos.
“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,” Sleight said. “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?”
Among the newly announced character changes, as detailed further in this Adweek piece, are that Green is now rocking “casual sneakers” instead of knee-high boots and Brown is opting for low-block heels paired with a new set of glasses. Orange, meanwhile, is set to tackle his anxiety head-on.
The revised characters’ personalities are further hinted at in questionnaires featured on a new addition to the official M&M’s site. Orange, for example, responds to a question about their “favorite knock-knock joke” by noting that knocking on the door is “nothing to joke about.”
Below, get a sampling of the impact this latest M&M’s chapter is having on the timeline. 2022 will also see the brand more broadly embracing what’s billed as an “updated tone of voice” that aims to keep inclusivity at the forefront of its messaging, including via a greater focus on the ampersand in its name as a symbol of its stated goal of wanting to “bring people together” through candy.
