inexperienced M&M’s character swaps iconic go-go boots for sneakers in latest mascot makeover

M&M’S characters undergo makeover to promote inclusivity

on january 20th 2022, M&M’S, part of the mars inc. portfolio of brands, announced that its beloved mascots have undergone a makeover to promote inclusivitiy.  the cheerful characters you spot on its candy packages as well as in its commercials will have a slightly different appearance going forward, as their colors, shoes, and personalities have been completely redesigned. a video debuting the new mascots has been released on the company’s youtube channel, featuring messages about the importance of belonging. 

in its official announcement, the company states that the goal of this rebrand is ‘to underscore the importance of self-expression and power of community through storytelling’. and although most of the changes are subtle, some others can’t go unnoticed: the green M&M (who is well-known for her iconic go-go-boots, luscious lashes and beguiling charms) has now traded her previous look for a more laid-back style accompanied with a new pair of casual trainers. 

the new, revised M&M’S mascots

all images courtesy of M&M’S 

as previously mentioned, the revamp of the six characters doesn’t involve radical changes. the shape of the new M&M’S appears to be a bit more refined and instead of a tan color on their arms and legs, the mascots now have faded tints to match their candy shell body. the redesign doesn’t only apply to the exterior appearance of the characters — red is now meant to be less of a bully and treat his friends with kindness, while orange has come to terms with his anxiety and is learning to accept his true (worried) self. 

perhaps the most noticeable changes are the ones made to brown whose heels are swapped from tall stilettos to low and chunky, and green who has ditched her signature go-go-boots for a pair of casual sneakers. green’s change was particularly notable, since M&M’S has been criticized for objectifying the candy when the ads were first introduced in 1997. 

the previous looks of green and brown

myrto katsikopoulou I designboom

jan 24, 2022