Mars Celebrates Women With M&M’s Limited Packs, $800,000 In Funding


Newark, NJ — The first-ever packs of M&M’s candies spotlighting its female spokescharacters debut this month from Mars Wrigley. The company says the all-female packs celebrate women who are “flipping the status quo.” The limited-edition product features Purple, Brown and Green on inspirational packaging. This is the first time the brand’s newest M&M’s character, Purple, will appear on packaging.

“The M&M’s brand is on a mission to use the power of fun to create purposeful connections, as we work to create a world where everyone feels they belong,” says Gabrielle Wesley, CMO, Mars Wrigley North America. “Women all over the world are flipping how they define success and happiness while challenging the status quo, so we’re thrilled to be able to recognize and celebrate them — and who better to help us on that mission than our own powerhouse spokescandies Green, Brown and Purple?”

As part of the support of the pack, the brand is supporting organizations committed to uplifting and empowering women doing incredible work in their respective fields and daily lives. $1 from every pack sold, up to $500,000, will support women via strategic partnerships with She Is The Music and We Are Moving the Needle. Additional donations totaling $300,000 will be made to Female Founder Collective, Geena Davis Institute On Gender In Media and women who are flipping the status quo, as part of the overall program.

As part of the additional donations, the company is inviting consumers to visit from January 5 through 15 to nominate women in their lives who are flipping the status quo, for the chance to be featured on M&M’s platforms and receive $10,000 grants to further fund their flip. Ten winners will be identified in partnership with the M&M’s FUNd Advisory Council and revealed on International Women’s Day.

Additionally, to support more women who are flipping the status quo, the company has teamed with six female creators to collaborate with its female characters, Purple, Green and Brown, to develop original content inspired by each of the characters. The collaborators are:

  • Aint Afraid: Hip-Hop artists/twin sisters, empowering people through their music.
  • Ashlee Muhammad: Streetwear designer, promoting self-love to help change the world.
  • Barbiana Liu: Creative director and designer, helping young female entrepreneurs find their creative freedom.
  • Ledania: LGBTQ Colombian graffiti artist, bringing people together through her art.
  • Liz Marek: Realistic cake sculptor, pushing boundaries in the culinary space.