Newark, New Jersey-based M&M’s, a brand of Mars, will release its first candy packs spotlighting female M&M’s characters.
The limited-edition product will feature Purple, Brown and Green on the packaging, showing the first united representation of the female trio “spokescandies.”
“The M&M’s 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, CMO, Mars Wrigley.
“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 – and who better to help us on that mission than our own powerhouse spokescandies Green, Brown and Purple.”
In celebration, M&M’s is supporting organizations that are committed to uplifting and empowering women. One dollar from every pack sold (totaling $500,000) will go toward supporting women through partnerships with She Is The Music and We Are Moving the Needle.
Additional donations (totaling $300,000), outside of the limited-edition packs, will be made to Female Founder Collective, Geena Davis Institute On Gender and Media and women who are flipping the status quo, as part of the overall program.
As part of the donation outside of the limited-edition packs, M&M’S is inviting fans to visit its website through Jan. 15 to nominate women 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.
For more information, visit mms.com.
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