M&M’S uses its female spokescandies to celebrate moments of everyday happiness

M&M’S highlights its three female spokescandies, photo provided by M&M'S
M&M’S highlights its three female spokescandies, photo provided by M&M'S /

Sometimes the start of a year comes with a renewed sense of purpose. While many people look to embrace change, radical differences are not the only option on the change. Monumental differences often start by small steps which lead to cumulative efforts. Ahead of International Women’s Day, M&M’S and its female spokescandies encourage people to celebrate everyday happiness.

Last year, M&M’S added its new spokescandy, Purple. After giving the other colorful characters a makeover, Purple sparked a new conversation. Even if her confidence might occasionally waiver, she embraced her authentic self. It was less about blending into the rainbow and more about finding her own path.

To kick of 2023, M&M’S is launching new packaging that highlights its female spokescandies. Featuring all three females, Brown, Green and Purple, the launch is coupled with programming to highlight women who are unafraid to flip the script. From taking on challenges to finding their inner strength, the status quo needs to be redefined.

According to Gabrielle Wesley, Chief Marketing Officer, Mars Wrigley North America, “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. 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?”

This program further supports the M&M’S initiatives that embrace inclusiveness. Whether it is showcasing spokescandies that have relatable personality characteristics or partnering with pop icons like Lil Nas X, the candy company appreciates that food and culture are constantly intertwined. Even if people grab a bag because they appreciate the flavor, they want to support companies that align with their personal beliefs. When companies can hit both marks, it is a win all around.

Start the year by giving a bag, hand, or kind word to another person in your life. A song might reference that girls rule the world, but women are a force to flip the status quo.