M&M's Announces Limited Edition Packaging 'Flipping The Status Quo' That Celebrates Women
by Rudy Sanchez on 01/10/2023 | 2 Minute Read
Following last year’s JRK refresh of M&M’s, which included updates to its cadre of candy characters, the Mars brand introduced a new mascot to its lineup, Purple, in September. Purple joined Green and Brown as the third female spokescandy as part of M&M’s efforts to be more inclusive and representative.
M&M’s has now announced a new limited-edition release featuring the trio of female candies to celebrate women worldwide. Dubbed “flipping the status quo," the new packaging marks the debut of Purple on US packaging and portrays the trio of characters upside down on the front of the candy bags. Purple stands in the center of the limited edition bags, available in milk chocolate, peanut, and peanut butter, against a purple-colored backdrop.
“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,” said Gabrielle Wesley, chief marketing officer of Mars Wrigley North America, in a press release. “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?”
Additionally, M&M’s has pledged $1 from every sale of the limited edition packaging, up to $500,000, towards non-profits She is the Music and We are Moving the Needle, both focused on supporting and promoting women in the music and recording industry. M&M’s is also making a separate donation of $300,000 in support of the Female Founder Collective and the Geena Davis Institute on Gender in Media. Finally, M&M’s is inviting fans to nominate women in their lives who are flipping the status quo for a chance to win $10,000 grants to further their causes. The ten winners will be announced on International Women’s Day, March 8th, 2023.
Images courtesy of Mars Wrigley.
Packaging & Dielines 2: A Free Resource