M&M’s debuts first new character in a decade—and it's purple

M&M’s today unveiled its first new character in a decade with Purple—a female peanut M&M voiced by comedian and television show host Amber Ruffin. The debut comes about eight months after the Mars Wrigley-owned brand recast its characters with new personalities in a move to appeal to modern consumer sensibilities. Purple is the first new cast member since Ms. Brown arrived in 2012. Read more: Why M&M's ordered a mascot makeover The brand is positioning Purple as embodying self-expression. “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,” Jane Hwang, global VP of Mars Wrigley, stated in a press release. Purple is the first female peanut character in M&M’s 81-year history. Men still outnumber women on the now seven-character cast, with Green and Brown being the other female characters. The peanut-shaped Purple character dons white combat boots. The music video for her song, “I’m Just Gonna Be Me,” co-created by saxophonist Grace Kelly, dance and choreographers Devin Santiago and Colo Cag, and opera singer Anthony Roth Costanzo, sees Purple 10 minutes before her big debut. “Do I have what it takes?” she ponders during the musical number, featuring the rest of the M&M’s cast of characters. “I want to be the best or even pretty good, would be great!” On Oct. 4, M&Ms announced a new flavor, Caramel Cold Brew, featuring Purple on the packaging. The new flavor will hit shelves in February. See all of Ad Age's 2023 Agency A-List winners here “She not only better gender balances our cast but she also brings new personality to our crew. She's self-aware, she's authentic, she's confident and she really is this quirky character who truly embodies our purpose,” Marissa Beck, senior director of brand and content at Mars Wrigley North America, said in an interview. The color purple was chosen because it is "one of the most requested colors and characters we've heard from our fans. So in being consumer-obsessed, it felt like she was long overdue to join our crew,” she said. Beginning on Wednesday, “I’m Just Gonna Be Me,” will be available on M&M’s social channels and on all major streaming platforms, such as Spotify, Apple Music, Pandora and Soundcloud. M&M’s pledged to donate $1 for every stream of the song, up to $500,000, to Sing for Hope, a non-profit arts organization, as part of the M&M’s FUNd. Mars Wrigley partnered with its agency of record BBDO for the creative. Purple has already been teased on the brand’s social platforms, such as Twitter, causing fans to speculate about the new addition. The characters are still chatting about some big news... find out what Yellow just found out about on 9.28.2022 pic.twitter.com/uHhoHJ7RUP— M&M'S (@mmschocolate) September 25, 2022 The candy brand will also release Purple merchandise. ~ ~ ~CORRECTION: An earlier version of this story incorrectly reported the last new character introduced before Purple.

M&M’s debuts first new character in a decade—and it's purple

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