M&M’s is expanding its crew of characters with the addition of a new character and ‘spokescandy’ – Purple.
The Mars-owned brand intended to design a character that represents ‘acceptance and inclusivity’ and shall be known for her ‘earnest self-expression’.
“Keen self-awareness, authenticity and confidence are the driving forces behind Purple’s charm and quirky nature,” M&M’s added.
Purple joins the current cast of M&M’s characters who were recently given more ‘nuanced’ personalities earlier this year.
Accompanying the launch of the character is the song and music video ‘I’m just gonna be me’ that features the likes of saxophonist Grace Kelly, choreographers Devin Santiago and Colo Cag, and celebrated opera singer Anthony Roth Costanzo. Red, Yellow, Orange, Brown, Blue and Green M&M’s characters also make an appearance.
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As part of the campaign, one dollar will be donated to the charity Sing for Hope every time a stream is made.
“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, including her willingness to embrace her true self – our new character reminds us to celebrate what makes us unique,” Mars Wrigley global vice president, Jane Hwang, said.
“Our purpose story is just getting started and the 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.”
