The times are changing, and so are M&M’s well-known mascots.
In an effort to better align with today’s emphasis on inclusivity and belonging, the 80-year-old brand has given its cast of candy characters a modern makeover.
“We took a deep look at our characters, both inside and out, and have evolved their looks, personalities and backstories to be more representative of the dynamic and progressive world we live in,” Jane Hwang, global vp of M&M’s at parent company Mars, told Adweek.
Red, for instance, will be less bossy. Orange will acknowledge and embrace his anxiety. Green, who will come across as more confident, has traded in knee-high boots for casual sneakers, while Brown has transitioned from high stilettos to lower block heels and a fresh pair of glasses.
Hwang noted that Green and Brown will team up more as a “force supporting women, together throwing shine and not shade.”
At the same time, the company will stop attaching prefixes to the characters’ names to prompt people to focus more on their unique personalities rather than their gender.
And though the individual candies tend to possess similar dimensions per package, marketing efforts moving forward will present them in different shapes and sizes to promote diversity.
“M&M’s is on a mission right now to create a world where everyone feels they belong,” Hwang added.
The M&M’S characters initially debuted in 1954 and have gone through several iterations. In 1998, Blue, Green and Orange joined Red and Yellow, bringing the group to five. Brown joined in 2012. In 2017, the mascots received a refresh, giving them more realistic renderings and accessories.
The reimagined mascots are scheduled to roll out across all M&M’s properties, from television commercials and social media to packaging and in-store displays.
Agency partners BBDO helped with the character evolution, while Jones Knowles Ritchie worked on the new designs. The project has been in development for more than a year, according to Hwang.
Unlike in the past, when M&M’s aired Super Bowl spots starring Dan Levy in 2021 and Danny DeVito in 2018, the candy brand won’t appear in this year’s Big Game.
