The company is trying to reduce stereotypes in its characters.
Candy maker Mars is giving its six M&M’s characters a makeover as a way to promote inclusion. The company seeks to provide its lentils (the characters) with more nuanced personalities.
Some of the changes to the M&M’s characters include make two of them less stereotypically feminine. The green M&M ditches high-heeled boots in favor of sneakers, and the brown M&M now wears lower heels.
The company said the green M&M will be “better represented to reflect confidence and empowerment, as a strong woman known for much more than her boots.”
Mars said the orange M&M is “one of Gen Z’s most relatable characters” because it’s the “most anxious generation.”
They said the character will “embrace his true self, worries and all,” but added that his shoelaces will be tied, in keeping with the wariness the character expresses.
The red M&M has been perceived as a bully in the marketing above, but will now be friendlier in the updated campaigns.
“Our ambition is to exceed expectations, break down barriers and discover the small joys that are shared in everyday life. Imagine a world with less judgment and more connection and constant laughter.”, says the company on its website.
Mars also owns Twix and Snickers. He said he will also put greater emphasis on conjunction and (&, call in English ampersand) in the M&M’s logo to demonstrate how the brand aims to bring people together.
All of these changes come after the company realized that consumers are becoming more aware of how products are marketed to them. (E)
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