M&M's is introducing a new color candy for the first time in a decade: Mars on Wednesday officially debuted "purple," the first ever female peanut M&M. More than 10 million fans voted to add the color to the candy rainbow in May, edging out aqua and pink.
"Mars is thrilled to debut the newest member of the M&M's cast of characters to the world," Jane Hwang, global VP at Mars Wrigley, said in a statement. "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."
Purple M&M's were standard when the candy debuted in 1941 but were replaced by tan in 1949. In 1995, fans voted to swap the beige buttons with blue M&M's. Mars has changed the colors of its flagship candy several times over the years, including for seasonal promotions.
Today, purple joins a lineup of red, yellow, orange, green, blue and brown.
Though the green M&M has been presentedas flirty, go-go-boot-wearing woman, "purple" is the first peanut M&M's to present as female. Her arrival was heralded with"I'm Just Gonna Be Me,"a new promotional song and music video launched Tuesday.
For each stream of "I'm Just Gonna Be Me," M&M's will donate $1 to the music nonprofit Sing for Hope, up to $500,000.
Earlier this year, the candy company announced a partnership with rapper Lil Nas X, including a "Long Live Montero" M&M's bag with candies bearing butterflies, the rapper's face and pink, blue and purple hearts.
The limited-edition pack retails for $49.99, with a portion of proceeds also benefiting Sing for Hope.
As a seasoned expert in the field of confectionery and marketing, I bring a wealth of knowledge about the history and evolution of iconic candy brands such as M&M's. With a keen eye for details and a comprehensive understanding of the industry, I'll delve into the concepts mentioned in the article about M&M's introducing a new color, specifically the first-ever female peanut M&M in the shade of "purple."
The introduction of a new color to the M&M's lineup is a strategic move by Mars, the parent company of M&M's, to engage and captivate consumers. The evidence lies in the fact that more than 10 million fans actively participated in voting for the new color, demonstrating a strong connection and engagement with the brand. This level of consumer involvement is a testament to the enduring popularity and cultural significance of M&M's.
Now, let's break down the key concepts mentioned in the article:
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Introduction of Purple Color:
- The article highlights that "purple" is the first-ever female peanut M&M.
- The choice of color was determined through a fan vote in May, where purple emerged victorious over other options like aqua and pink.
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Character Development and Branding:
- Jane Hwang, the Global VP at Mars Wrigley, emphasizes the relatability and uniqueness of the new spokescandy, emphasizing the importance of celebrating individuality.
- The character of "purple" is positioned as a symbol of embracing one's true self, aligning with contemporary themes of inclusivity and self-expression.
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Historical Context of M&M Colors:
- The article provides historical context by mentioning that purple M&M's were part of the candy's original lineup in 1941 but were replaced by tan in 1949.
- The brand has a history of changing colors based on consumer preferences, such as the 1995 decision to swap beige buttons with blue M&M's.
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Marketing Strategies and Partnerships:
- Mars has employed various marketing strategies to promote the new purple M&M, including a promotional song and music video titled "I'm Just Gonna Be Me."
- The article mentions a partnership with rapper Lil Nas X, featuring a limited-edition M&M's pack named "Long Live Montero" with unique designs and colors, priced at $49.99.
- The marketing campaign includes a charitable component, with M&M's pledging to donate $1 to the music nonprofit Sing for Hope for each stream of the promotional song, up to $500,000.
In conclusion, the introduction of the purple color and the first-ever female peanut M&M reflects Mars' commitment to innovation, consumer engagement, and the evolving cultural landscape. The incorporation of charitable initiatives and strategic partnerships further demonstrates the brand's adaptability and ability to connect with a diverse audience.
