Mars Incorporated, the makers of the popular candy M&M's, has finally come to a very important conclusion. They have finally realized that the American candy eating public has been up nights, soaking in their own perspiration, worrying if the M&M Characters are inclusive enough? Are these delightful advertising characters somehow preventing people from having fun? Are some of these characters bullies? Are some of these characters reflecting unfair gender stereotypes? Could these cartoon candies actually be oppressing people?
The conclusion that Mars came up with was a resounding yes and they are now willing to do a complete marketing overhaul to try and make things right.
Check out this piece from the Daily Wire:
The beloved M&M characters are becoming more “inclusive” with several changes that are subtle but noticeable.Mars Wrigley, which owns M&Ms, announced on Thursday a “global commitment to creating a world where everyone feels they belong and society is inclusive.”
The green M&M character will lose her peach-colored legs and stiletto boots in favor of white legs and sneakers after criticism that the character was sexualized. Mars said it wanted the green M&M to be “better represented to reflect confidence and empowerment, as a strong female, and known for much more than her boots.”
The brown M&M will have her heels lowered to a “professional height.” In a Q&A on the company’s website for each character, her character says she is “not bossy, just the boss.”
Meanwhile, the green and brown M&Ms will no longer have a rivalry but will now be “together throwing shine and not shade.”
The anxious orange M&M, who Mars says is “one of the most relatable characters with Gen-Z, the most anxious generation,” previously had his shoes untied, but will now have them tied.
The red M&M, an outspoken character sometimes interpreted as bullying the other M&Ms, will start being more kind to his fellow candy characters.
The new versions of the characters will roll out online this week and will start appearing on M&M’s packaging later this year.
Somehow the folks over at Mars have lost sight of the fact that these very beloved characters were designed to sell candy-coated chocolate candies, not to make a statement about society.
The actual press release from the company is an unintentionally hilarious example of political correctness run amok. The notion that somehow animated characters from a candy commercial are supposed to be champions for social inclusiveness is pure absurdity.
It would be like Disney redesigning Mickey Mouse because he doesn't represent a true visualization of actual mice.
Check out this nonsense:
"M&M'S has long been committed to creating colorful fun for all, and this purpose serves as a more concrete commitment to what we've always believed as a brand: that everyone has the right to enjoy moments of happiness, and fun is the most powerful way to help people feel that they belong," said Cathryn Sleight, Chief Growth Officer at Mars Wrigley. "As one of the world's most iconic candy brands, who better to commit to a world with more moments of fun by increasing a sense of belonging around the globe than M&M'S?"
Studies1 show our desire to belong is as strong as our desire to be loved, and that desire is common for all people irrespective of culture, race, ethnicity, geography, or location. M&M'S used this insight to create the M&M'S FUNd to track the brand's impact on our mission, which will offer resources, mentorship, opportunities and financial support in the arts and entertainment space to help ensure people have access to experiences where everyone feels they belong.
This year, fans of the iconic M&M'S brand will also see changes in the brand's look and feel as part of its evolution, each intended to reflect its new commitment:
A fresh, modern take on the looks of our beloved characters and more nuanced personalities to underscore the importance of self-expression and power of community through storytelling
An enhanced focus on the brand's iconic color palette and the use of different shapes and sizes of M&M'S lentils across all touchpoints to prove that all together, we're more fun
An added emphasis on the ampersand – a distinctive element within the M&M'S logo that serves to connect the two Ms –to demonstrate how the brand aims to bring people together
An updated tone of voice that is more inclusive, welcoming, and unifying, while remaining rooted in our signature jester wit and humor
"We're excited to reveal our new M&M'S brand look and feel, which fans will see come to life across all M&M'S touchpoints around the globe," said Jane Hwang, Global Marketing Vice President, Mars Wrigley. "From new product innovations to brand campaigns, our evolved characters and our experiential retail stores, we'll incorporate colorful visuals, inclusive messaging and our purpose into all we do to prove that all together, we're more fun. In fact, this purpose is already on full display at the new M&M'S store in Berlin, which features multiple languages on signage as an invitation to all and our most diverse Associate base that celebrates those from different cultures, backgrounds and generations."
The new global commitment from M&M'S is just one of many actions being taken across Mars, Incorporated to create a world where society is inclusive. These include a commitment to gender balanced leadership teams, running an independent annual diversity audit of its advertising (run by the Geena Davis Institute on Gender in the Media) and its role as Vice Chair of the Unstereotype Alliance, part of UN Women, amongst others.
For more information about M&M'S new brand purpose and to see it come to life, fans can visit M&M'S on Facebook, Instagram, Twitter and follow along using #ForAllFunkind or visit us at MMS.com.
It's about time that Mars put and end to the campaign of hate that their beloved M&M Characters have inflicted upon the people of the world who simply haven't been included in the fun that the candy loving privileged have enjoyed unfairly.
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