M&M'S Commits to a World of Belonging in Colourful Launch

M&M’S has announced a global commitment to creating a world where everyone feels they belong. The iconic candy brand’s announcement is built on more than 80 years of bringing people together with its bite-sized colourful candies and flavours and is part of the evolved M&M’S brand’s strategy built on purpose, which promises 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.

M&M’S has long been committed to creating all kinds of colourful fun for all, and this purpose serves as a more concrete commitment to what we’ve always believed as a brand: that fun is the most powerful way to include people and help them feel that they belong.

From product innovations to its beloved characters and experiences in M&M’S stores, the brand’s commitment will be a centrepiece of nearly every brand activation. The revamped purpose efforts and brand commitment were developed in partnership with BBDO, JKR, and M&M’s.

Beginning this year, fans of the brand will see changes in the brand’s look and feel as part of its evolution, each intended to reflect its new commitment:

• An added emphasis on the ampersand – a distinctive element within the M&M’S logo that serves to connect the two Ms – will be used more prominently to demonstrate how the brand aims to bring people together
• A fresh, modern take on the looks of our beloved characters and more nuanced personalities to underscore the importance of self-expression and power of community
• An updated tone of voice that is more inclusive, welcoming, and unifying, while remaining rooted in our signature jester wit and humour
• An enhanced focus on the brand’s iconic colour palette and the use of different shapes and sizes of M&M’S lentils across all touchpoints to prove that all together, we’re more fun

In fact, this purpose is already on full display at the new M&M’S store in Berlin, which features multiple languages on signage as an invitation to all and our most diverse Associate base that celebrates those from different cultures, backgrounds, and generations.

M&M’S will use the power of fun to include everyone and work to increase the sense of belonging for 10 million people around the world by 2025. 

To further nurture a world where everyone feels they belong, the brand has also developed the M&M’S FUNd to track the brand’s impact on our mission, which will offer resources, mentorship, opportunities and financial support in the arts and entertainment space to help ensure people have access to experiences where everyone feels they belong. 

Mars is a purpose-led organisation, and it’s entrenched in the way we do business, but now we are faced with the challenge of how to authentically bring that to life on shelf with what our brands stand for. The new global commitment from M&M’S is just one of many actions being taken across Mars, Incorporated to deliver on a world where society is inclusive.