M&M’S details inclusive brand refresh, including character revamps and updated tone of voice

M&M’S has detailed a brand refresh to back up its new commitment to ‘creating a world where everyone feels they belong.’

The brand refresh includes a modern take on the M&M’S characters, a more inclusive tone of voice and an added emphasis on the ampersand which connect the two Ms – as it ‘demonstrates how the brand aims to bring people together.’

“We’re excited to reveal our new M&M’S brand look and feel, which fans will see come to life across all M&M’S touchpoints around the globe,” said Jane Hwang, Global Marketing Vice President at Mars Wrigley.

“From new product innovations to brand campaigns, our evolved characters and our experiential retail stores, we’ll incorporate colourful visuals, inclusive messaging and our purpose into all we do 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.”

As part of M&M’S goal to increasing the sense of belonging for 10 million people around the world by 2025, an M&M’S FUNd will offer resources, mentorship, opportunities and financial support in the arts and entertainment space.

Cathryn Sleight, Chief Growth Officer at Mars Wrigley, added: “M&M’S has long been committed to creating colourful fun for all, and this purpose serves as a more concrete commitment to what we’ve always believed as a brand: that everyone has the right to enjoy moments of happiness, and fun is the most powerful way to help people feel that they belong.

“As one of the world’s most iconic candy brands, who better to commit to a world with more moments of fun by increasing a sense of belonging around the globe than M&M’S?”