M&M’s announces first new character in a decade

M&M’s has introduced its first new character in a decade with the aim of inspiring a world where everyone feels that they belong.

The brand has announced Purple as its new character and spokescandy, as a continuation of using its global platform to celebrate the power of fun to inspire moments of belonging.

As the first ever female peanut character, Purple is tapping into Gen Z’s love for authenticity by embracing all that she is, with a keen sense of self-awareness as the driving force behind her charm and quirky nature.

With Gen Z representing more than one third of the world’ population, recent studies have found that those in this generation value individuality, inclusivity, and authenticity to bring them together with those around them.

As today’s society celebrates those who accept their true self and encourages people to embrace what makes them unique, the brand has leaned into these insights as it continues its mission to increase a sense of belonging for 10 million people by 2025.

It’s been a huge year for M&M’s with the brand announcing earlier this year a new global purpose, a platform to drive change through the M&M’s FUNd and having modernised its characters to reflect today’s society.

M&M’s new character Purple is an extension of this purpose-led work with the aim to becoming even more relatable for audiences through her genuineness and ability to embrace her true self, quirks and all.

Mars Wrigley Australia’s Marketing Director, Ben Hill said the introduction of Purple is the next chapter in the brand’s purpose journey.

“Her authentic charm, quirky nature and relatability adds to our cast of characters as the brand continues to make a fun and real impact on the world in a way that only M&M’S can.”

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