With their newest candy pack, which includes an entirely female cast of characters, including Purple, M&M‘S is making a statement as it once again drags the company back into the thick of the culture wars dispute.
In order to “celebrate women everywhere who are flipping the status quo,” candy maker Mars said that the limited edition all-female pack will only contain Purple, Brown, and Green, the confectionery’s trio of female figures, who are upside-down on the package.
Purple, the “spokescandy” unveiled last year (and the first new M&M’S character in ten years), is a purple peanut M&M. She is a singer with a quirky, self-assured personality who forgoes high heels in favor of lace-up boots, the brand claims.
“The M&M’S brand is on a mission to use the power of fun to create purposeful connections, as we work to create a world where everyone feels they belong,” said Gabrielle Wesley, chief marketing officer for Mars Wrigley North America.
There are three options of packs available: milk chocolate, peanut butter, and peanut. “She Is The Music and We Are Moving the Needle” are nonprofit groups that assist women in the music industry, and Mars stated that a portion of the proceeds will go to organizations that are “uplifting and empowering women.”
“Culture Wars” uproar on television networks and on social media was generated from the introduction of the all-female pack.
“If this is what you need for validation, an M&M that is the color that you think is associated with feminism, then I’m worried about you,” American news host, Martha MacCallum said .
“I think that makes China say, ‘Oh, good, keep focusing on that. Keep focusing on giving people their own color M&M’S while we take over all of the mineral deposits in the entire world.’”
According to Jane Hwang, Global Vice President of M&M’S, the response to Green’s adjustment was “unprecedented,”
“We were incredibly overwhelmed. Now we know for certain that M&M’S is a cultural icon”, she added.
M&M’s has no intentions to change Green’s appearance. According to Hwang, the brand hopes that cunsumers will “get to know our characters for much more than their footwear.”
The characters are always evolving to reflect the times that we’re living in,” she said.
Author-Roberta Appiah
