International Women's Day 2023 sees Mars support women flipping the status quo
Purple is the core color of International Women's Day (IWD) because it signifies justice and dignity, originating from the Women's Social & Political Union (WSPU) who campaigned for women's suffrage in the United Kingdom from 1903 to 1918.
Amplifying the importance of women's sense of belonging, confectionary manufacturer Mars sees its M&M'S brand tap powerhouse female character trio Green, Brown and Purple ahead of International Women's Day to recognize and celebrate women everywhere who are inspiring moments of everyday happiness…all while they flip the status quo.
Meet Purple, she's helping create purposeful connections
Catch the first-ever packs spotlighting dynamic female M&M'S characters. The all-female packs feature Purple, Brown and Green on inspirational packaging, plus it is the first united representation of the female trio spokescandies.
These debut M&M'S packs come as the next chapter for Mars' newest M&M'S character, Purple, featuring her not only on packaging, but in packaging as well, alongside green and brown candies.
Creating a world where everyone feels they belong
"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," explained Mars Wringley North America Chief Marketing Officer, Gabrielle Wesley.
"Women all over the world are flipping how they define success and happiness while challenging the status quo, so we're thrilled to be able to recognize and celebrate them - and who better to help us on that mission than our own powerhouse spokescandies Green, Brown and Purple?"
Financially supporting important causes
M&M's purple candy was launched in September 2022 with the goal of creating a more inclusive sense of belonging.
Purple's arrival in the M&M's world was dramatized through a big musical number, released on YouTube.
For each video view, M&M's donated $1 (up to $500,000) to Sing for Hope, a non-profit worldwide organization that harnesses the power of the arts to create a better world.
In a similar vein, M&M's is donating $1 from each International Women's Day pack purchased to charities She Is the Music and We Are Moving the Needle.
A further $300,000 of donations, apart from the limited-edition candy sales, will be given to female-focused organizations like the Geena Davis Institute on Gender in Media and Female Founder Collective.
Further financial support for women sees M&M's giving a $10,000 grant to help fund a woman's status quo-busting behavior. The winner will be revealed on International Women's Day based on public nominations and identified in partnership with M&M'S Fund Advisory Council.
Promoting women creators
M&M's is also teaming up with six women creators to collaborate with female characters, Purple, Green and Brown.
Together, these women are creating original content inspired by each of the female characters, including:
- Aint Afraid: Hip-Hop artists/twin sisters, empowering people through their music
- Ashlee Muhammad: Streetwear designer, promoting self-love to help change the world
- Barbiana Liu: Creative director and designer, helping young female entrepreneurs find their creative freedom
- Ledania: LGBTQ Colombian graffiti artist, bringing people together through her art
- Liz Marek: Realistic cake sculptor, pushing boundaries in the culinary space
So enjoy this first-ever limited edition pack showcasing the M&M brand's female characters, so as to pay tribute to inspirational and empowering women everywhere.