The new M&Ms packages will be released in support of women and will feature all the female-colored chocolates – green, brown, and the newly introduced purple. Customers can purchase the women-friendly packaging in a variety of flavors, from milk chocolate, peanut, and peanut butter. The art on the package is flipped upside down in order to show how women are “flipping how they define success.”
Although the colorful M&Ms characters have been a staple for the brand’s advertising campaigns for decades, the characters are getting a makeover to appeal to consumers in a “more dynamic, progressive world” that seems to be happening in the United States.
The characters have been modernized to emphasize their “personalities” and sexual identities. The biggest change comes to the green and brown M&Ms candy characters after consumers complained that the green M&M character was “too sexy” for a candy character. The green character will now wear sneakers instead of stiletto boots because consumers felt she was too sexy for their tastes.
Additionally, the orange M&M character will now have his shoes tied to show his cautious nature, according to the candy brand. Mars wants their new M&Ms characters to show the value of “self-expression and power of community” through the illustrations of their candies.