M&M’s Reveals First New Candy Character in a Decade to Celebrate Inclusivity

published Sep 29, 2022
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M&Ms Purple "I'm Gonna Be Me"
Credit: M&Ms

Big changes are on the way for the M&M’s candy brand and we’re totally here for it. Harnessing the power of music, the iconic brand has introduced its first new character in a decade and she’s bringing something worth clapping about. The new character Purple — which is the brand’s third female spokescandy and first female peanut M&M — is here to encourage others to embrace their true identities.

According to the company, Purple is characterized by her “charm & quirky nature” and made her first appearance in a music video for her own single, I’m Just Gonna Be Me. Released on Wednesday, the clip finds Purple timidly deciding how she wants to present herself, while making her way from her dressing room to a stage. Along the way, she gets some encouragement from opera singer Anthony Roth Costanzo and some background vocal support from the other M&M’s spokescandies.

I’m Just Gonna Be Me was co-created with musicians Devin Santiago and Colo Cag, along with Constanzo and Grace Kelly — the latter of which also appears in the video, playing her saxophone for a quick cameo. And don’t think the song is just for your viewing pleasure on YouTube. It’s actually a real song, released to all streaming platforms and accessible on all of the brand’s social channels.

“Mars is thrilled to debut the newest member of the M&M’s cast of characters to the world,” says Jane Hwang, Global Vice President of the M&M’s parent company Mars Wrigley. “There is so much about our new spokescandy that people can relate to and appreciate, including her willingness to embrace her true self. Our new character reminds us to celebrate what makes us unique.”

But Purple and her new song are here to do more than just offer inspiration. The release of the song marks M&M’s second partnership with Sing for Hope, a non-profit that uses music and the arts to bring hope, connection, and purpose to people across the globe. One of the company’s initiatives is the Sing for Hope pianos you may have seen popping up in various cities.

As part of the M&M’s FUNd — which is the brand’s global initiative to “increase the sense of belonging for 10 million people by 2025 — M&M’s will donate $1 to Sing for Hope for each stream of I’m Just Gonna Be Me up to $500,000.

This isn’t the only thing the chocolatey brand has been working on recently. Just last week, M&M’s partnered with Lil Nas X to release limited-edition packs of pastel candies inspired by the multi-platinum rapper. The special box sets commemorating Lil Nas’ “Long Live Montero” tour are available for purchase online and at the M&M’s retail store in Times Square.

Along with the release of the Lil Nas X packs, M&M’S also commissioned a new Sing for Hope Piano, which currently lives at the Times Square store and will eventually be donated to Newark Pride, Inc. and moved to its permanent home at the New Jersey Performing Arts Center.

The Lil Nas X collaboration also benefits Sing for Hope financially, with $5 from the sale of each of the limited-edition packs being donated to the charity.