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M&M’s
M&M’s takes “new year, new you” to a whole new level.
On Thursday, candy maker Mars, Incorporated announced that characters from their beloved M&M’s will be getting a makeover in 2022, with “a fresh, modern take on” their design and “more nuanced personalities to emphasize the importance of character.” ‘self-expression and the power of community’. through storytelling.”
Their new look will help bring the characters into a “more dynamic and progressive world,” Mars said.
“We took a deep look at our characters, both inside and out, and evolved their looks, personalities, and stories to be more representative of today’s society” , explained a representative of the mark. “As the world changes, so do we.”
The changes are now rolling out across M&M’s digital marketing and will be incorporated into the brand’s packaging throughout the year.
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Looking at the new characters alongside the old ones, the change is subtle.
Each character’s unique shape has been more defined and their color palette has been refined – going from a beige color on the arms and legs to a more universal lighter shade, lightly tinted to match each character’s shell.
The most notable changes are to the brown and green M&Ms, the two female characters. Both have new shoes — Brown’s pumps lowered to a more manageable height and Green’s white heeled boots replaced with what Mars calls “cool, laid-back sneakers to reflect his effortless confidence.”
Other changes across the characters can also be seen in their shoes. Red and Yellow now have laces on their kicks, while Orange now has theirs tied.
Along with their new accessories come tweaked personalities, M&M’s giving them “an updated tone of voice that is more inclusive, welcoming and unifying, while remaining rooted in our signature jester spirit and humor.”
Brown and Green, who had been seen at odds with each other in previous adverts, will now have a more amicable relationship, with the duo “throwing together shine, not shadow”. Orange, traditionally shown as anxious, will “embrace his true self, worries and all”. And Red, often the bully of the group, will be nicer in the future.
All characters will also have prefixes removed from their names to focus on “their personalities rather than their gender”. And they have new poses “to be more inviting and welcoming so everyone feels like they’re part of the team and fans will see more characters featured together in group photos and with each other, making everyone feel invited.”
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Besides the character changes, M&M’s changed its logo slightly.
Previously displayed diagonally, the logo is now placed directly to underline the ampersand – a “distinctive element of M&M’s logo that serves to connect the two Ms to demonstrate how the brand aims to bring people together”.
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It’s all part of M&M’s new “global commitment to creating a world where everyone belongs and society is inclusive.”
They hope to increase the sense of belonging of 10 million people around the world by 2021.
“Studies show that our desire to belong is as strong as our desire to be loved, and this desire is common to all people, regardless of culture, race, ethnicity, geography or location” , the brand said in its press release. “M&M’s used this idea to create the M&M’s FUNd to track the brand’s impact on our mission, which will provide arts and entertainment resources, mentorship, opportunities and financial support to help ensure that people have access to experiences where everyone feels like they belong.”
“Join us to be for all funkind!” they added on Instagram.
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