At M&M'S®, we believe in the power of fun to bring people together. Over the past year, the conversation around our iconic spokescandies reached new heights but at times got a bit "lively."
We wanted to positively redirect the passion of that conversation to bring the fun back into it, and help people laugh and move on together with our latest Super Bowl campaign. Now, we can get on with what we are here to do: create a world where everyone feels they belong.
And while our mission to further belonging around the world is just beginning, we're already hard at work to create the world we want tomorrow.
Since we kicked off our global purpose we've contributed millions to efforts and causes that are using the power of fun to bring us all closer together, laying the groundwork for lasting change.
We look forward to more collaborations with current and future trusted partners, to help us on our mission to create a world that is for all funkind.
Committed to creating a world where everyone belongs
With modern updates, including our refreshed spokescandies, we announced to the world a new global brand purpose - a world where we use the power of fun to help everyone feel like they belong.
To make the German comedy scene more inclusive, M&M'S® put new voices in the spotlight, providing a new platform for up and coming comedians to launch their careers with the help of one of Germany's most popular entertainers.
Created M&M'S® FUNd Advisory Council
With expert help from organizations around the world, we established the M&M'S FUNd and the M&M'S FUNd Advisory council to help ensure our mission stays true to its purpose in both the big and the everyday moments.
Introduced Purple to further our purpose
Our crew got even more colorful with the launch of our first new character in over a decade, Purple! She inspires us to use our platform to increase visibility, and improve the gender balance in our cast, while reminding us to embrace our authentic selves.
Kicked off program celebrating women trailblazers who are Flipping the Status Quo
In the lead up to International Women's Day, M&M'S® released limited edition packs spotlighting our female spokescandies - launching a program meant to celebrate and support the next generation of women flipping the status quo.
Our Super Bowl campaign brought the fun back into the conversation in a new way. While there were many twists and turns along the journey - especially as the spokescandies took the chance to explore other passions - our purpose remained at the core, bringing us all together to share in laughter and fun.
Follow along with Teaser #1, Teaser #2, Teaser #3, and the Super Bowl Commercial.
To celebrate the official return of the M&M'S® spokescandies, the brand is doubling down on its most recent initiative: supporting women who are flipping the status quo. The brand will be increasing the number of $10,000 grants offered to change-making women from 10 to 20, putting the "fun" in funding their initiatives while increasing the opportunity for trailblazing women to champion a positive impact on society. The winners will be identified in partnership with the M&M'S FUNd Advisory Council and spotlighted across M&M'S digital and social platforms on International Women's Day (Wednesday, March 8).