Mars Inc. is hoping to advance inclusivity by giving its M&M'S brand makeover. The new look adds "more nuanced personalities to underscore the importance of self-expression and power of community through storytelling," Mars explained.
The makeover focuses on M&M'S iconic color palette and the use of different shapes and sizes of what the chocolate company calls "lentils" across all touchpoints. The updated look also has an emphasizes on the ampersand and a new voice that is said to be "more inclusive, welcoming, and unifying, while remaining rooted in our signature jester wit and humor."
The aim of all of these changes is to bring people together, the company. "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," said Mars Wrigley global marketing vice president Jane Hwang.
In one of the more noticeable character changes, the green M&M's footwear is switched from boots to sneakers, which is creating some flak. Mars said swapping heels for sneakers gives the character a modern, COVID comfy look, whereas The Wall Street Journal noted that a growing number critics are saying the change was meant to water down Green's sex appear.