For the first time in a decade, M&M’S is expanding its crew with the introduction of a new character, Purple. This new M&M character is designed to represent authenticity and inclusivity, with a confidence that can be seen and felt by all. She is a permanent addition to the M&M’S cast of characters. The other characters who have also been updated in design to reflect the brand’s innovative vision.
Jane Hwang, Global Vice President at Mars Wrigley, said in an interview with PR Newswire, “Mars is thrilled to debut the newest member of the M&M’S cast of characters to the world. There is so much about our new spokescandy that people can relate to and appreciate. Icluding her willingness to embrace her true self. Our new character reminds us to celebrate what makes us unique. Our purpose story is just getting started. Te introduction of our newest M&M’S spokescandy is the next chapter, as the brand continues to delight fans with fun in a way only M&M’S can.”
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To formally welcome this new member to the M&Ms crew, Purple debuted with a music single and video this September. The musical commercial entitled, “I’m Just Gonna Be Me” features the musical and dance talents of saxophonist Grace Kelly, choreographers Devin Santiago and Colo Cag, opera singer Anthony Roth Costanzo and special appearances by the rest of the M&M’S crew.
The M&M’s FUNd
Purple’s inclusion in the M&Ms cast is in part thanks to the new The M&M’S FUNd Advisory Council. It’s a group of experts who are taking a creative approach to brand programming. They’re using it to promote diversity, inclusivity and belonging around the world.
The M&M’S FUNd was announced this past January. It supports individuals through financial resources, mentorship, and career opportunities in the arts and entertainment space. M&M aims to “increase a sense of belonging for ten million people by 2025,” and their addition of the musically talented Purple is just the beginning of this initiative.
The music video for Purple’s debut isn’t just for her. For every stream, a one dollar donation (up to five hundred thousand dollars) will be made to Sing for Hope. It’s a non-profit that uses the arts to bring hope, connection, and purpose to people around the world. You can watch the video on Youtube here.