Iconic M&M’S® brand announces global commitment to creating a world where everyone belongs

M&M’S, a proud subsidiary of Mars, Incorporated, is launching a global platform to increase the sense of belonging of ten million people by 2025, helping to connect and celebrate

NEWARK, New Jersey, January 20, 2022 /PRNewswire/ — M&M’S®, part of the brand portfolio of Mars, Incorporated, announced a global commitment to creating a world where everyone belongs and society is inclusive. The iconic candy brand’s ad builds on more than 80 years of bringing people together with its colorful, bite-sized candies and flavors and is part of the purposefully designed M&M’S evolved brand strategy, which promises to use the power of fun to include everyone, with the goal of increasing the sense of belonging of 10 million people around the world by 2025.

“M&M’S has long been committed to creating colorful fun for everyone, and this goal serves as a more tangible commitment to what we’ve always believed as a brand: that everyone has the right to enjoy moments of happiness. , and that fun is the most powerful way to help people feel like they belong,” said Catherine Sleight, Chief Growth Officer at Mars Wrigley. “As one of the world’s most iconic candy brands, who better to engage in a world with more fun times by increasing a sense of place across the world than M&M’S?”

Studies1 show that our desire to belong is as strong as our desire to be loved, and that this desire is common to all, regardless of culture, race, ethnicity, geography or place. M&M’S used this idea to create the M&M’S FUNd to track the brand’s impact on our mission, which will provide arts and entertainment resources, mentorship, opportunities and financial support to help ensure that people have access to experiences where everyone feels they belong.

This year, fans of the iconic M&M’S brand will also see changes to the brand’s appearance as part of its evolution, each intended to reflect its new commitment:

  • A fresh, modern take on the look of our beloved characters and more nuanced personalities to highlight the importance of self-expression and the power of community through storytelling
  • An increased focus on the brand’s signature color palette and the use of different shapes and sizes of M&M’S lenses on all touchpoints to prove that together we are more fun
  • Additional emphasis on the ampersand – a distinctive element of the M&M’S logo that serves to connect the two M’s – to show how the brand aims to bring people together
  • An updated tone of voice that is more inclusive, welcoming, and unifying, while remaining grounded in our buffoon spirit and humor.

“We are thrilled to unveil the look and feel of our new M&M’S brand, which fans will see come to life at all M&M’S touchpoints around the world,” said Jane Hwang, Vice President of Global Marketing, Mars Wrigley. “From new product innovations to brand campaigns, our evolved personas and experiential retail stores, we will integrate colorful visuals, inclusive messaging and our purpose into everything we do to prove that together we are more fun. In fact, that goal is already on full display in the new M&M’S store in Berlinwhich 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.”

M&M’s new global commitment is just one of many actions being taken across Mars, Incorporated to create a world where society is inclusive. These include a commitment to gender-balanced leadership teams, conducting an independent annual audit on the diversity of its advertising (led by the Geena Davis Institute on Gender in Media), and its role as vice -president of the Unstereotype Alliance, which is part of UN Women, among others.

For more information on the new M&M’S brand purpose and to see it come to life, fans can visit M&M’S on Facebook, Instagram, Twitter and follow using #ForAllFunkind or visit us at MMS.com.

ABOUT MARS, INCORPORATED
For more than a century, Mars, Incorporated has been driven by the belief that the world we want tomorrow begins with the way we do business today. This idea is central to what we have always been as a global family business. Today, Mars is transforming, innovating and evolving in ways that affirm our commitment to having a positive impact on the world around us.

Across our diverse and expanding portfolio of confectionery, food and pet care products and services, we employ 133,000 dedicated associates who are all moving in the same direction: forward. With $40 billion in annual sales, we produce some of the world’s most beloved brands including DOVE®, EXTRA®, M&M’s®, MILKY WAY®, SNICKERS®, TWIX®, ORBIT®, PEDIGREE®, ROYAL CANIN®, SKITTLES®, BEN’S ORIGINAL ™ , WHISKAS®, CACAOVIA® and 5™; and care for half of the world’s pets through our nutrition, health and services businesses, including AniCura, Banfield Pet Hospitals™, BluePearl®, Linnaeus and VCA™.

We know that we can only truly succeed if our partners and the communities in which we operate also thrive. The Mars Five Principles – Quality, Responsibility, Mutuality, Efficiency and Freedom – inspire our Associates to take action every day to help create a world of tomorrow in which the planet, its people and its pets can thrive. The Mars Compass, inspired by the Economy of Mutuality, makes it possible to measure the progress of the company in the service of its raison d’être; The world we want tomorrow starts with the way we do business today.

For more information on Mars, visit mars.com. Join us on Facebook, Twitter, LinkedIn, Instagram and YouTube.

Photo – https://mma.prnewswire.com/media/1730087/M_Ms_Characters.jpg

Photo – https://mma.prnewswire.com/media/1730089/M_Ms_Different_Shapes.jpg

Logo – https://mma.prnewswire.com/media/1730088/M_Ms_logo_Logo.jpg

SOURCE Mars, Incorporated

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