M&M’s is expanding its characters for the first time in more than a decade, with the introduction of Purple.
Promoted as the first ever female peanut character, Purple is said to be “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,” says M&M’s.
“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.”
Earlier this year, M&M’s revealed a new global purpose, a platform to drive change through the M&M’s FUNd. The brand also modernised its characters to reflect today’s society.
“The introduction of Purple is the next chapter in our purpose journey,” says Mars Wrigley Australia Marketing Director Ben Hill.
“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.”