M&M’s Debuts First All-Female Packaging To Get Tastemakers Out Of Their Shells
By Mikelle Leow, 10 Jan 2023
International Women’s Day is about two months away, but M&M’s is already springing a sweet surprise on them with an all-female packaging. It turns out that the confectioner has a choc-full of plans to celebrate women leading to the holiday.
The new candy bags spotlight female spokescandies Brown, Green, and their new friend Purple—M&M’s first new character in over a decade. The trio are portrayed upside-down on the packaging to represent female tastemakers “flipping the status quo.”
Appropriately, this is Purple’s first appearance on an M&M’s bag. Her debut on International Women’s Day packs is notable as Mars introduced her as a symbol of acceptance, individuality, and inclusivity.
The new packaging aims to uplift inspiring women who are doing commendable work in their jobs and daily lives. From now until January 15, M&M’s is inviting fans to nominate women they know “who are flipping the status quo.” Those selected will be showcased on M&M’s platforms and be awarded US$10,000 to “further fund their flip.” Mars will announce the shortlist on International Women’s Day on March 8, hence the rather advanced campaign.
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“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,” notes Mars Wrigley North America chief marketing officer Gabrielle Wesley. “And who better to help us on that mission than our own powerhouse spokescandies Green, Brown and Purple?”
Ahead of M&M’s girl-power roll call, the brand has partnered with changemakers to give their own spins on its female spokescandies. These comprise streetwear designer and self-love advocate Ashlee Muhammed; hip-hop twin-sister duo Aint Afraid; LGBTQ+ Colombian graffiti artist Ledania; creative director and designer Barbiana Liu, who is empowering young female entrepreneurs; and realistic cake sculptor Liz Marek.
Adding to the grants, M&M’s is committing US$1 from every International Women’s Day pack (up to US$500,000) to She Is The Music and We Are Moving the Needle, two nonprofits endeavoring to up the proportion of women working in music; as well as a donation of up to US$300,000 to the Female Founder Collective and Geena Davis Institute On Gender In Media.
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