Mars aims to support women ‘flipping the status quo’ with latest M&M series
The first-ever all female limited-edition packs come as the next chapter in our newest character Purple’s US-debut, and will feature our three female characters - Purple, Brown and Green – on the packs, with purple, brown and green lentils within
Key Mars brand M&Ms has launched a special series of packs focused on all-female characters as part of a drive to support women who are ‘flipping the status quo’ in their careers, reports Neill Barston.
As the company explained, the limited edition release feature Purple, Brown and Green varieties on inspirational packaging, and is reportedly the first representation of the female trio spokescandies that aim to inspire a younger generation.
According to the company, the 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,” said Gabrielle Wesley, Chief Marketing Officer, Mars Wrigley North America. “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 recognise and celebrate them – and who better to help us on that mission than our own powerhouse spokescandies Green, Brown and Purple?”
In celebration of the limited-edition packs, M&M’S is supporting organisations that are committed to uplifting and empowering women doing incredible work in their respective fields and daily lives. $1 from every pack sold (totaling $500k) will go towards supporting women via strategic partnerships with She Is The Music and We Are Moving the Needle. Additional donations (totaling $300k), outside of the limited-edition packs, will be made to Female Founder Collective, Geena Davis Institute On Gender In Media and women who are flipping the status quo, as part of the overall program.
As part of the additional donation outside of the limited-edition packs, M&M’S is inviting fans to visit MMS.com from January 5th – 15th to nominate women in their lives who are flipping the status quo, for the chance to be featured on M&M’S platforms and receive $10,000 grants to further fund their flip. Ten winners will be identified in partnership with the M&M’S FUNd Advisory Council and revealed on International Women’s Day.
In the world Mars wants tomorrow, society is inclusive. Mars is contributing towards that goal, by bringing programs to life that spotlight women. These include, the #HereToBeHeard global listening study amplifying the voices of women across various intersections, and the Full Potential global platform to advance gender equality in our global Mars workplaces, the marketplace and our sourcing communities.
Additionally, to support more women who are flipping the status quo, the company has teamed up with six female creators within the pop culture space to collaborate with its female characters, Purple, Green and Brown. Together they will create original content inspired by each of the female characters, including: Aint Afraid: Hip-Hop artists/twin sisters, empowering people through their music, Ashlee Muhammad: Streetwear designer, promoting self-love to help change the world. In addition, the business has linked up with Barbiana Liu: Creative director and designer, helping young female entrepreneurs find their creative freedom., Ledania: LGBTQ Colombian graffiti artist, bringing people together through her art, and Liz Marek: Realistic cake sculptor, pushing boundaries in the culinary space.
