The iconic M&M characters, prominent in commercials for the chocolate candies, are getting a makeover that the company claimed Thursday will fit them in a “more dynamic, progressive world.”
These changes will be immediate, giving the characters “a more modern look” to emphasize characters’ “personalities.”
“The characters are changing up their looks for “a fresh, modern take” on their style and “more nuanced personalities to underscore the importance of self-expression and power of community through storytelling,” Mars said in a statement, adding that today’s “more dynamic, progressive world” would be reflected in the changes.
“We took a deep look at our characters, both inside and out, and have evolved their look, personalities and backstories to be more representative of today’s society,” a brand representative said. “As the world changes, so do we.”
Both of the “female” M&Ms, green and brown, were changed as Mars claims they were criticized for make Green sexy and having a “rivalry” with Brown or were secretly homosexual.
That rumor resulted from a 2015 viral tweet of the pair holding hands on the beach, posted just two days after the Supreme Court effectively legalized gay marriage — check out the tweet below. Mars never claimed they were gay or even queer.
Now, Ms. Green abandoned her white go-go boots off for “cool, laid-back sneakers to reflect her effortless confidence” and Ms. Brown has lower heels, more squared at the base.
The green M&M and the brown M&M will have a more friendly relationship, showcasing a “force supporting women.”
The red M&M, which has been depicted as a bully in the past, will be more kind to others.
The orange M&M previously wore his shoes untied, but now will have them tied in an effort to represent his cautious nature, according to Mars.
“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?” Cathryn Sleight, chief growth officer at Mars Wrigley, said in a statement.
It’s rare Ms. Brown and I get to spend time together without some colorful characters barging in. – Ms. Green pic.twitter.com/hnoktsAgAW
— M&M’S (@mmschocolate) June 28, 2015