Heads up M&M fans, Mars is set to release an all-female M&M candy package for a limited time in order to honor women who are “flipping the status quo.” The company announced the feminist-forward candy wrappers on Thursday, saying that they will display M&M’s female characters.
In addition to featuring the three female M&M’s on the wrapper, each package in the limited run only includes the corresponding brown, green, and purple candy-coated chocolate. The packages are set to feature the female M&Ms flipped upside down in order to represent how women are “flipping how they define success.” According to PR Newswire, the series will come in milk chocolate, peanut butter varieties, and peanut.
The new move is the latest in the series of marketing moves that the company has made in order to promote its inclusivity. Its previous announcements involved the production of the female purple M&M which represents self-acceptance and body positivity.
Introducing the Purple M&M
Last year, Mars altered its mascot in order to “reflect the more dynamic, progressive world that we live in,” saying the “refreshed M&M’S brand will include a more modern take on the looks of our beloved characters.”
Back in 2017, the company announced it would be “spending a billion dollars through the next few years to reduce their carbon footprint.” Mars Wrigley North America chief marketing officer Gabrielle Wesley explained the move to this all-female marketing through a statement.
“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,” she stated. “And who better to help us on that mission than our own powerhouse spokescandies Green, Brown and Purple?”
M&M had announced that it is planning to donate $1 for every one of the packages purchased, up to $500,000 to two nonprofit organizations that support women in the music industry. These include “We Are Moving the Needle” and “She Is TheMusic.”
The brand will also donate $300,000 to other female support nonprofits that are “flipping the status quo.”