Mars Commits to Global Diversity, Refreshes M&M'S Brand Strategy

Liz Dominguez
Managing Editor
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The Mars-owned M&M’S brand has made a global commitment to creating an inclusive world where everyone feels they belong, promising to use “the power of fun” to include everyone, and increase the sense of belonging for 10 million people around the world by 2025.

As part of the initiative, M&M’S will:

  • Refresh its character personalities to underscore the importance of self-expression and power of community through storytelling
  • Focus on the brand’s color palette and the use of different shapes and sizes of M&M’S lentils across all touchpoints to prove that “all together, we’re more fun”
  • Place an emphasis on the logo’s ampersand to show how the brand brings people together 
  • Update the brand voice so that it is more inclusive, welcoming, and unifying

M&M’S FUNd will track the initiative’s impact, offering resources, mentorship, opportunities, and financial support in the arts and entertainment space. 

“M&M’S has long been committed to creating colorful 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.”
— Cathryn Sleight, Chief Growth Officer, Mars Wrigley

As part of Mars' DEI initiatives, the company also recently announced its commitment to gender balanced leadership teams and conducted an independent annual diversity audit of its advertising (run by the Geena Davis Institute on Gender in the Media). It also participates as a vice chair of the Unstereotype Alliance, part of UN Women.

Additionally, these efforts closely follow a global push across the industry to improve diversity and create a more inclusive environment

[See more: Nike, Under Armour Join Forces With Walmart to Lessen Algorithmic Bias from Workforce Decisions]

“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, Mars Wrigley. “From new product innovations to brand campaigns, our evolved characters and our experiential retail stores, we’ll incorporate colorful visuals, inclusive messaging, and our purpose into all we do to prove that all together, we’re more fun”

Hwang added that these efforts are already on display at the new M&M’S store in Berlin, which features multiple languages on its signage.

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