M&M's will launch candy packs exclusively displaying its three female brand mascots to celebrate the upcoming International Women's Day (IWD). This campaign is in tandem with M&M's introduction of its brand-new character Purple to represent the addition of a purple-colored candy variant.
M&M's debuted Purple as part of a marketing pivot towards inclusivity and acceptance with the help of BBDO New York. Purple is slated to appear in a Super Bowl commercial released in February. Original content focusing on the three characters is also in the works to strengthen audience familiarity.
The trio appears upside down in the packaging above the tagline, “Supporting women, flipping the status quo.” To further the cause, M&M's is also running an advertising campaign and promotional gig from Jan 5-15, where participants can nominate a "trailblazer woman" on the marketer's website. M&M’S Fund Advisory Council will select ten winners who will receive grants on IWD.
M&M's will also be donating $1 per sale of the limited-edition packs totaling up to $500,000 to women-empowering organizations “She is the Music” and “We Are Moving the Needle.” An additional $300,000 will be given by M&M's to the non-profit research organization “Geena Davis Institute on Gender and Media.”
The reaction to M&M's latest marketing stunt generated mixed reviews as some consumers accused the brand of profiteering from social causes.
I hope this includes all m&ms that identify as female as well. Please don't exclude the peanut m&ms. Having nuts doesn't make them any less female if that's what they choose. https://t.co/N3LC7PMPl1— Meghan Maureen (@Keggs719) January 10, 2023
The campaign could also turn controversial as women's rights have been a hot topic since the overturn of Roe v. Wade and Mahsa Amini's death.