Mars’ iconic brand M&M’s has redesigned its product and packaging to better reflect its values and the diversity in today’s world.
As a result, each M&M in the package has a different shape and size and its own unique personality, a reflection of society as a whole. The idea is to showcase the importance of self-expression in the community. Additionally, the brand has updated its tone of voice to be more inclusive and welcoming, while keeping its light and humorous.
“This new look and feel of the brand has evolved to reflect our purpose – to create a world where everyone feels they belong – by expanding the use of the brand’s distinctive assets to drive more meaning,” said Marissa Beck, senior director of brands and content at Mars. “This includes expanding the color palette, using a variety of different shapes and sizes of M&M’S lentils and highlighting an added emphasis on the ampersand to demonstrate how the brand aims to bring people together. The fresh, modern take on the looks of our beloved characters and more nuanced personalities underscore the importance of diverse characters and the power of community.”
This is the first redesign of the product from the brand in decades. This shift in branding is inspired by the brand’s purpose, which aims to use “the power of fun to include everyone, with a goal of increasing the sense of belonging for 10 million people around the world by 2025.” There will likely be additional changes coming this year.
“Consumers have come to expect more from the brands they love, and this new commitment allows us to officially put a stake in the ground, making our purpose clear to anyone who encounters our brand – M&M’S believes in a world where everyone feels they belong,” said Beck. “Our brand has always stood for colorful fun, and now we are taking that to the next level as we evolve for the next generation.”
“Our product is inherently purposeful as it offers something for everyone with all kinds of colors, flavors and more — as well as brings people together,” she continued. “Previously, we largely relied more heavily on showing the single Milk Chocolate M&M. Moving forward, we’ll be incorporating the shapes and sizes of all our lentils – so those found with our nut and filled flavors, along with the mini M&M to visually signify the brand.”
