M&Ms characters hero

M&M’s updates look amid ongoing commitment to help create an inclusive world

M&M’s will revamp its look and characters as part of a global commitment to creating a world where everyone feels they belong and society is inclusive, the company said.

M&M’s will soon be boasting a brand-new look and feel.

This brand revamp is part of the company’s global commitment to creating a world where everyone feels they belong and society is inclusive, the company said.

As part of M&M’s brand strategy built on purpose, the company also looks to use the power of fun to include everyone with a goal of increasing the sense of belonging for 10 million people around the world by 2025.

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“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,” Cathryn Sleight, chief growth officer at Mars Wrigley said. “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?”

m&ms new shapes

M&M’s overall revamp will include a modern take on its characters, including more nuanced personalities to underscore the self-expression and power of community through storytelling.

In addition, the brand will enhance its color palette by using different shapes and sizes across various touchpoints to prove that all together, everyone is more fun.

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Lastly, there will be an added emphasis on the ampersand to demonstrate how the brand aims to bring people together.

“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,” Jane Hwang, global marketing vice president at Mars Wrigley said. “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.”