Can a group of multicolored candy characters change the world? The marketing minds behind M&M’s certainly hope so. The brand just announced its multi-pronged approach to “creating a world where everyone feels they belong and society is inclusive,” and it apparently starts with makeovers for each of those colorful M&M’s characters that star in the brand’s popular commercials.
The candy company decided to give each of the six characters a “fresh, modern take” on their traditional look and “more nuanced personalities to underscore the importance of self-expression and power of community through storytelling.” The blink-or-you’ll-miss-it design changes are kind of like looking at one of those “Can you spot the difference?” pictures, and they’re not immediately noticeable. But upon closer inspection, a few notable differences become clear.
The biggest — and perhaps most controversial — change is that the green M&M, who typically sports her signature white go-go boots, has stepped into a pair of “cool, laid-back sneakers to reflect her effortless confidence.” Brown, the other female character, has also slipped into something a little more comfy — block heels, instead of her signature stiletto. She and the green M&M will also have a more friendly relationship than they’ve previously had, “together throwing shine and not shade.”
Online, people joked about the idea of these arbitrary character changes creating a more inclusive society — and many wanted these personified candies to stay the same. NPR politics correspondent Danielle Kurtzleben tweeted, “Today on Fresh Air, the green M&M, newly liberated from her white boots, lets loose. She talks social reproduction theory, how patriarchy and capitalism violently reinforce each other, and what a sexy lady M&M says about gender as a construct. Stay with us.” Writer Rafi Schwartz tweeted, “In an effort to make them more relatable and inclusive, the Mars Candy corporation has confirmed that M&M’s crunchy shell ‘is their skin’ and that when you bite into them ‘they feel immense pain.”
The other M&M characters also got slight personality updates, and fans can get to know them better by reading their new Q&As on the brand website. Of note, the orange M&M has officially acknowledged his anxiety and learned to “embrace his true self, worries and all.” Digital creator Matt Bernstein joked, “finally an M&M with mental health struggles.”
In an effort to represent all different shapes and sizes, the candy manufacturer will also be shaking up the look of the actual candies. As the website states, “M&M’S is a chocolate brand on a mission. We believe in championing the power of fun to create a world where everyone feels they belong. Fun is not planned, it is found. (And, there is plenty to discover with M&M’S!) Fun can cross borders & boundaries, and can bridge differences & divides. Best of all, there is always more of it when you aren’t the only one having it. Our ambition is to upend the expected, break through barriers, and discover the little joys shared in everyday life. Imagine a world with less judgment & more connection & consistent laughter.”
Together, we can make this a reality for all funkind.
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Photo Credit: Azami Adiputera / Shutterstock.com