The iconic M&M characters – ubiquitous in commercials for the candies for decades – are getting a makeover the company claims will fit them in a ‘more dynamic, progressive world.’
Changes will immediately take place to give characters a new look that emphasizes each character’s “personalities”.
The biggest changes appear to be to the two explicitly female M&Ms, the green and brown ones.
Mars, the maker of the candies, has been criticized in the past for making the green M&M too sexy and either pushing a rivalry or a possible flirtation with the brown M&M.
Two days after Gay Marriage was legalized in the Supreme Court, a viral Twitter picture of two gay characters on the beach led to widespread speculation. A search on Archive Of Our Own for these characters yields 11 results.
A before and after of the M&M characters after Mars announced a redesign and rebranding effort on Thursday
A before-and-after of the well known green M&M, often criticized as being sexualized. Now she will wear sneakers and not stilettos.
A before-and-after of the brown M&M, who will no longer go by the name ‘Ms. Brown is now a more professional color and emphasizes personality over gender.
The solution appears to be the green M&M losing her stiletto boots in favor of sneakers and the brown M&M wearing slightly lower heels than before to what Mars spokespersons called a ‘professional height.’
Mars wants the green M&M to be ‘better represented to reflect confidence and empowerment, as a strong female, and known for much more than her boots.’
As far as the relationship between the green and brown M&M, they will be based on the two ‘together throwing shine and not shade,’ as a reaction to how the two have been at odds at times in promotional material.
Each M&M has been given a Q&A to explain their new characters on the candy’s website, in which the brown M&M claims to be ‘not bossy, just the boss.’
Mars is also doubling down on the anxious orange M&M, whom the company believes is ‘one of the most relatable characters with Gen-Z, the most anxious generation.’
A before-and-after of the orange M&M, who has been redesigned to show his shoes timed, emphasizing his cautious nature
M&Ms will also use a variety of different shapes and sizes of the brand’s iconic, colorful candies
The orange M&M previously wore his shoes untied but now will have them explicitly tied in an effort to represent his cautious nature, according to Mars.
The red M&M – voiced by cartoon icon Billy West in commercials and often vacillating between leader and bully toward the other M&Ms – will be adjusted to be more kind to his fellow characters.
The yellow M&M, classically dim-witted, appears to remain so. In which Yellow said that he would wake up if it was his last day.
Mars believes these shifts will demonstrate the value of self-expression and community power.
Mars will also be committing to gender-balanced leadership groups and an independent, ‘annual diversity audit’ of company advertising.
‘M&M’s has long been committed to creating colorful fun for all, and this purpose serves as a more concrete commitment to what we’ve always believed as a brand: that everyone has the right to enjoy moments of happiness, and fun is the most powerful way to help people feel that they belong,’ said Cathryn Sleight, Chief Growth Officer at Mars Wrigley.