For the first time in a decade, M&M’S, a brand of Newark, New Jersey-based Mars, is expanding its character crew with the introduction of a new purple candy.
Designed to represent acceptance and inclusivity, the newest character, Purple, is known for her self-expression. She joins the cast of M&M’S characters, who recently were given a refresh with updated looks and more nuanced personalities in January.
“Mars is thrilled to debut the newest member of the M&M’S cast of characters to the world. There is so much about our new spokescandy that people can relate to and appreciate, including her willingness to embrace her true self. Our new character reminds us to celebrate what makes us unique,” said Jane Hwang, global VP at Mars Wrigley.
“Our purpose story is just getting started and the introduction of our newest M&M’S spokescandy is the next chapter, as the brand continues to delight fans with fun in a way only M&M’S can.”
To mark the global debut, Purple is showcasing her individuality with the release of a music single and video. The musical debut entitled, “I’m Just Gonna Be Me” features the talents of saxophonist Grace Kelly, dancers Devin Santiago and Colo Cag, celebrated opera singer Anthony Roth Costanzo and had appearances by the rest of the M&M’S crew.
Consumers can visit M&M’S Purpose – For All Funkind to learn more about the group of creators M&M’S teamed up with to produce “I’m Just Gonna Be Me.”
As part of the M&M’S FUNd, a global initiative intended to track the brand’s impact on its mission to increase a sense of belonging for ten million people by 2025, “I’m Just Gonna Be Me” will be available on all major music streaming platforms and will support inclusive arts and entertainment. For every stream, a one dollar donation will be made to Sing for Hope, a non-profit that harnesses the power of the arts to bring hope, connection and purpose to millions of people around the world through music.
