Brand Purpose Creative Works Brand Strategy

M&M’s spotlights women ‘flipping the status quo’ with new Purple character


By Kendra Barnett, Associate Editor

January 5, 2023 | 4 min read

The candy brand aims to advance its inclusivity agenda with a new series of initiatives to support and recognize boundary-breaking women.

M&M'S pack with female candies

M&M'S is celebrating women superstars / Mars

Today, Mars-owned candy brand M&M’s debuted a new campaign designed to uplift and give back to women leaders.

Dubbed ‘Flipping the Status Quo’, the campaign includes a handful of new initiatives. For one, the brand is unveiling a new limited-edition pack of M&M’s fronted by the brand’s lineup of female “spokescandies.” It will feature the Purple M&M – the newest face to join the roster of more inclusive M&M characters – alongside the Brown and Green (whose toned-down makeover last year garnered online derision).

“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,” said Gabrielle Wesley, chief marketing officer at Mars Wrigley North America, in a statement today. “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?”

From every pack sold the candy brand will donate $1 (up to $500,000) to female-focused organizations including She Is The Music, We Are Moving the Needle and Women in Music. (The brand has a history of supporting musicians and the music industry more broadly; last spring, it tapped rapper Lil Nas X to serve as the face of a music-focused ad campaign). As part of ‘Flipping the Status Quo’, M&M’s will also make up to $300,000 worth of donations to nonprofit organizations including Female Founder Collective and the Geena Davis Institute on Gender in Media.

Furthermore, to champion impact-making women everywhere, M&M’s is teaming up with six women creators who will collaborate with the Purple, Brown and Green candies to put out original content inspired by each of the characters. The program includes twin hip-hop duo Aint Afraid, streetwear designer Ashlee Muhammad, designer and creative director Barbiana Liu, queer Colombian graffiti artist Ledania and cake artist Liz Marek.

Fans are encouraged to join in on the effort by nominating women in their own lives who are ‘flipping the status quo’ for a chance to win $10,000 to further their causes and be featured on various M&M’s platforms. Nominations are open starting today through January 15. Winners, who will be supported through the M&M’s FUNd Advisory Council, will be announced on International Women’s Day on March 8.

For more, sign up for The Drum’s daily US newsletter here.

Brand Purpose Creative Works Brand Strategy

More from Brand Purpose

View all


Industry insights

View all
Add your own content +