M&M’S introduces first new character in a decade

As the first ever female peanut character, Purple is tapping into Gen Z’s love for authenticity by embracing all that she is, with a keen sense of self-awareness as the driving force behind her charm and quirky nature, said brand owner Mars Wrigley.

The addition is also part of a continuation of using the brand’s global platform to ‘celebrate the power of fun to inspire moments of belonging’.

As today’s society celebrates those who accept their true self and encourages people to embrace what makes them unique, the brand has leaned into these insights as it continues its mission to increase a sense of belonging for 10 million people by 2025.

Mars Wrigley Australia’s Marketing Director Ben Hill said, “the introduction of Purple is the next chapter in our purpose journey. Her authentic charm, quirky nature and relatability adds to our cast of characters as the brand continues to make a fun and real impact on the world in a way that only M&M’S can​.”

The latest innovation comes on the back of the brand announcing earlier this year a new global purpose, a platform to drive change through the M&M’S FUNd, and modernise its characters to reflect today’s society.