{"id":19567,"date":"2022-01-24T19:25:00","date_gmt":"2022-01-25T00:25:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=19567"},"modified":"2026-09-15T19:27:07","modified_gmt":"2026-09-15T23:27:07","slug":"mms-redesigns-its-brand-mascots-and-builds-an-inclusive-world-for-all-funkind","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/mms-redesigns-its-brand-mascots-and-builds-an-inclusive-world-for-all-funkind\/19567\/","title":{"rendered":"M&M\u2019S Redesigns Its Brand Mascots and Builds an Inclusive World \u201cFor All Funkind\u201d"},"content":{"rendered":"\n

By Heather Taylor, Contributor<\/em><\/p>\n\n\n\n

M&M\u2019S might be sitting out Super Bowl LVI this year, but the candy company\u2019s beloved brand mascots are about to become part of the brand\u2019s radical transformation.<\/p>\n\n\n\n

Mars, Incorporated announced on January 22, 2022 that M&M\u2019S is taking part in a global commitment to create a world where everyone feels they belong.<\/p>\n\n\n\n

\u201cIncreasing Belonging\u201d<\/strong><\/h3>\n\n\n\n
\"\"<\/figure>\n\n\n\n

For more than 80 years, M&M\u2019S has brought together fans of its bite-sized candies.<\/p>\n\n\n\n

Moving forward, Mars, Incorporated will continue to evolve the M&M\u2019S brand strategy. By 2025, the candy brand plans to reach its goal of increasing belonging for 10 million people worldwide. Getting there means focusing on a sense of purpose and creating colorful fun for everyone.<\/p>\n\n\n\n

Creating the M&M\u2019S FUNd<\/strong><\/h3>\n\n\n\n

How did M&M\u2019S determine its purpose? The brand reviewed two studies \u2014 Maslow and the Motivation Hierarchy: Measuring Satisfaction of the Needs<\/a><\/em> and Coqual\u2019s The Power of Belonging: What It Is and Why It Matters in Today’s Workplace<\/a><\/em> \u2014 to inform their decision. Insight from these studies was then used to create the M&M\u2019S FUNd. The FUNd will work to track the brand\u2019s impact on its mission. Some of the resources provided by the FUNd will include mentorship opportunities and financial support in the arts and entertainment space. Not only does this give creatives access to experiences they need, it also works to build upon the company\u2019s commitment to building an inclusive society.<\/p>\n\n\n\n

M&M\u2019S Brand Mascot Evolution<\/strong><\/h3>\n\n\n\n

How do the M&M\u2019S brand mascots<\/a> factor into these changes? Throughout 2022, fans can expect to see fresh takes on their favorite characters including Red, Yellow, Orange, Green, Brown, and Blue. Characters will receive redesigns, nuanced personalities, and no more surnames.<\/p>\n\n\n

https:\/\/youtu.be\/t-9kDscZrYI<\/a><\/p>\n\n\n\n

Here\u2019s a sneak peek at what we can expect to see in these characters.<\/p>\n\n\n\n