M&M’S focuses on putting the fun in the togetherness
When a new year begins, many people seek to reinvent themselves and M&M’S is taking the opportunity to refresh not just its look but also its approach to its branding. Just as the name itself brought together Marc and Murrie, that ampersand wants to bring everyone together. From the brand’s look to its iconic characters, opening that bag of candy could be more than just enjoying a sweet treat.
As it has been said in various ways, food brings people together. While people may agree to disagree on favorite flavors, the table is a safe space where everyone can gather. From self-expression to finding common ground, the reality is that food can be that universal language.
Some brands are iconic. Whether it is a particular font or a vibrant color, across languages and cultures people can identify that company. With a glimpse, it can have people recall a memory or crave a flavor.
When a brand looks to refresh its look, packaging or approach, it has people talking. While that decision might not be as drastic as changing a flavor, the reality is that change is both good and controversial. Many people like familiar, but brands, just like people, need to evolve.
What is the M&M’S new approach and why does it matter?
In a recent company announcement, M&M’S is focusing on togetherness. Using the brand’s signature ampersand, it will focus on how it can bring people together. Without losing that individuality, it will foster conversations about making connections.
Looking at the iconic brand’s characters, those “lentils” are a perfect vehicle to celebrate all types of personalities. Whether it is different shapes, colors or self-expression, the focus is not on the differences. Instead, it is a celebration that those differences can bring people together in a unifying way.
Over the years, M&M’S have used its witty turn of a phrase and that idea will not change. Sometimes humor can open the door. When that touch of laughter can create that bridge, people can be more willing to have that conversation.
As people digest these changes, the hope is that the concept behind the change will be the focus. Instead of worrying about a character’s new pair of shoes, think about the impact that the visual will have on others. Staying relatable is vital to fostering that connection.
While change might not be easy, the willingness to take a step to be more inclusive proves that companies need to think about more than just a new flavor or a deal. Consumers want to support companies that align with their principles. When all things are equal, some people may choose to purchase a product based on its commitments.
For now, everyone will watch how the M&M’S characters, branding and promotions embrace this new approach. Maybe the biggest takeaway from the change is to open a bag of candy with someone else. After all, if the message is about togetherness, isn’t it time that we find a moment to share?