M&Ms is breaking the mold with their new, all-female packaging that celebrates a lesbian relationship between two of their classic chocolate candies. By flipping societal norms upside down and promoting body positivity, M&Ms is making an effort to reach out to progressive consumers who are its main customer base; however, this has come at the cost of alienating some conservative fans as they deem it anti-Christian and disrespectful. The design features three female characters (including a purple one), which sends a strong statement while also illustrating how society should embrace diversity in every form.
M&Ms’ recent packaging reintroduces the beloved green and brown characters for the first time since 2015, reigniting past rumors of their lesbian relationship. The candies’ sweet union has been met with a flurry of conservative backlash over what many deem as an unnecessary move by the brand; however, this decision gives fans everywhere something to cheer about in these trying times.
Just two days after the Supreme Court made same-sex marriage legal in America under President Obama, M&Ms revealed a new package featuring an illustrated lesbian couple. From the point of view of their green character, they tweeted: “It’s rare Ms. Brown and I get to spend time together without some colorful characters barging in.”
In order to celebrate and honor women, M&Ms is introducing a new series of packages that feature all female-colored chocolates – green, brown, and the freshly released purple. Customers have their choice between an array of delightful flavors like milk chocolate, peanut butter, and peanut in this groundbreaking package design! Moreover, the art on these boxes has been flipped upside down as a symbolization of how women are “flipping how they define success.”
In recent years, Mars has adopted a decidedly progressive approach to their M&Ms marketing. CEO Paol Weihrauch is looking to capitalize on the overwhelming trend of progressivism in the United States which was recently evidenced by landslide electoral victories.
Jane Hwang, global VP at Mars Wrigley, stated: “There is so much about our new spokes candy 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.”
For years, the colorful M&Ms characters have served as the face of their advertising campaigns. Now they are being given a modern update to make them more relevant and attractive in this ever-evolving progressive world we live in today. This transformation is necessary for connecting with consumers here in America and staying current with market trends.
To better reflect their characters’ unique personalities and sexual identities, M&M’s candy company has modernized its mascots. Most notably, they responded to complaints that the green character was too risque by changing her footwear from stilettos to sneakers. This transformation is indicative of how much care M&Ms takes in making sure customers feel comfortable with its products – everyone loves a flirty mascot but not one who leaves you feeling a bit uncomfortable!
Furthermore, the orange M&M character is going to demonstrate his wary persona by having his shoes tied. Mars believes that their new characters will emphasize the significance of “self-expression and power of community” through these illustrated candies.