M&M transformation: Candy manufacturers have redesigned mascots with a smaller shape | Business and Economic Affairs

The candy maker of Mars said he wanted to give his mascots a personality known as a way to encourage inclusion.

The Mars candy maker is offering updates to its six M&M members as a way to encourage inclusion.

The company said it would provide the modern version of the characters – which Mars calls “lentil” – and give them a more personal. Peas, which look red, green, orange, yellow, brown and blue, will come back in different shades and shades.

Some of the M&M label changes include making two of them feminine. In the new style, M&M green leaves high-heeled shoes to match sneakers and brown sandals they no longer wear stilettos, they prefer instead of low heels.

“Our goal is to raise the bar of hope, the success, and the happiness we experience in our daily lives. Imagine a world without a little imagination & a lot of connection & constant laughter,” the United States-based company said on its page.

Mars, whose genres also include Twix and Snickers, said it would also put a special emphasis on ampersand in the M&M logo to show how the brand seeks to bring people together.

Improving integration and acknowledging the differences between them comes at a time when growing consumers are aware of how products are sold to them. Mars is aware of this, after changing the name of Uncle Ben’s rice varieties in 2020 due to criticism. Quaker Oats Company Aunt Jemima’s aunt’s type of pancake mix and syrup – part of PepsiCo – was changed last year because she said Aunt Jemima was discriminated against.

But some advertisers believe that Mars may think beyond M & M’s advertising.

Allen Adamson, co-founder of advertising company Metaforce, says the M&M move is a “good idea”, but is just one example of how frustrated advertisers are when they offend their customers. And he believes that this step is about to “think deeply”.

Marketing expert Laura Ries agrees, though, that she appreciates Mars’ emphasis on ampersand as a symbol of unity.

“They’re looking for interest and trying to jump on the bandwagon trying to be cohesive,” Ries said. “I don’t think there was much crying out for M&M sex. It’s just M&M.”