M&M’s New Campaign Empowers Women With ‘Flipping the Status Quo’
M&M’s is diving into the new year by introducing limited edition packaging that exclusively features the brand’s three women mascots.
The three mascots, Purple, Brown, and Green, stand together in an image that is pasted onto the packs upside down. Below the image is a message from M&M’s that reads, “Supporting Women Flipping the Status Quo.”
In releasing these new candy packs, and according to the slogan pasted on them, M&M’s goal is to celebrate the ways women are defying long-lasting societal expectations. More broadly, M&M’s wants to cheer on those striving for inclusivity and a sense of belonging for everyone.
M&M’s is making an effort to enact change beyond their new packaging design. On M&M’s website, you can nominate women in your life who are “changemakers, innovators and out-of-the-box movers and shakers.” You can give these women a chance to be featured by M&M, and help them receive $10,000 to aid and benefit their communities. Nominations are open until January 15.
The website also honors creative director and designer Barbiana Liu, for guiding female entrepreneurs in the creative field. M&M’s also recognizes LGBTQ Columbian graffiti artist, Ledania, and Liz, the infamous realistic cake sculptor Marek. Hip Hop girl band, Aint Afraid, is also featured under M&M’s women empowerment slogan for their inspiring music. Each of these women is pursuing their interests in a way that fights for women’s equality and goes against the grain.
Since two feminist organizations are involved in the project, many are viewing the new package designs as positive and helpful. However, M&M’s is facing some backlash for this project.
While it seems well-intentioned, others have some concerns about M&M’s move. Is the company repeating an instance where big corporations capitalize off of surface-level social awareness? Is it weird to be labeling a piece of candy as a woman? Does M&M’s sexualize its woman mascots?
Women: instead of being “celebrated” can we just have equal rights?— The Plant Collector (@Hey_LVC) January 5, 2023
Corporate America: LOL sorry no but how about a bag of these creepy female M&Ms instead?
In recent years many businesses have spoken about equality and social awareness in ways that have not been done before. Despite these seemingly positive changes, there are concerns about whether these efforts are genuine or simply a marketing strategy.
M&M’s seems to be doing more than simply plastering a few words onto their product and moving on. Still, there is more to consider than what meets the eye. Is M&M’s practicing what they are preaching? Are their women employees treated equally? Will they continue to support women’s fight for equality after this project ends?
It will be interesting to watch this project unfold, and to see the women that M&M’s is supporting. In any case, we will be introduced to various individuals and organizations in support of women around the world whose causes will garner more global attention.
Writer | Tweet me @rachelnazar